Strong Brands, Strong Relationships
ISBN 10: 1138786837 ISBN 13: 9781138786837
Published by Routledge, 2015
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Soft cover
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More Than Words, Waltham, MA, U.S.A.
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About this Item
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A bright, square, and overall a nice copy. Seller Inventory # BOS-A-03d-02615
Synopsis:
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline.
A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice.
Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.
About the Author:
Dr. Susan Fournier is Questrom Professor of Management and Faculty Director of the M.B.A. Program at Boston University, USA.
Dr. Michael Breazeale is an Assistant Professor of Marketing at Mississippi State University, USA.
Dr. Jill Avery is a Senior Lecturer at Harvard Business School, Harvard University, USA.
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Bibliographic Details
Title: Strong Brands, Strong Relationships
Publisher: Routledge
Publication Date: 2015
Binding: Soft cover
Condition: Very Good