Consumer Brand Relationships

Edited by Marc Fetscherin and Tobias Heilmann

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2015
ISBN: 978-1-137-42712-0
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Chapters in this book:

Brand Relationships Rule

Marc Fetscherin and Tobias Heilmann

Role of Brand Love in Consumer Brand Relationships

Noël Albert and Dwight Merunka

Will You Defend Your Loved Brand?

Mansoor Javed, Sanjit Roy and Bano Mansoor

Evolution of Luxury Brand Love Intensity over Time

Gachoucha Kretz

Product Type and Personality in Brand Relationships

Ronald Voorn, Sabrina Hegner and Ad Pruyn

The Personality of Brand Lovers

Philipp Rauschnabel, Aaron Ahuvia, Björn Ivens and Alexander Leischnig

Role of Brands When Children Share Snacks

Valérie Hémar-Nicolas, Mathilde Gollety, Coralie Damay and Pascale Ezan

Brand Relationships with Hockey Teams

Samil A. Aledin

A New Consumer Brand Relationships Framework

S. Sreejesh and Subhadip Roy

Brand Relationships in the Commodity Market

Antônio Santos, Cid Gonçalves Filho, Euler Alves Brandão and Gustavo Quiroga Souki

Discovering and Sustaining the Brand Bond

Ryan Barker and Jeffrey Peacock

Measuring and Managing Brand Love: The BERA Platform

Ryan Barker and Jeffrey Peacock

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-1-137-42712-0

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DOI: 10.1057/9781137427120

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