Measuring and Managing Brand Love: The BERA Platform

Ryan Barker and Jeffrey Peacock

Chapter 11 in Consumer Brand Relationships, 2015, pp 243-260 from Palgrave Macmillan

Abstract: Abstract Philosophically, Brand Equity Relationship Assessment (BERA) is designed to direct attention and sensitivity to relationship-crucial signals between consumers and brands. It connects many indicators that address a fundamental question asked by many marketing and brand managers with whom we have variously worked: “How can we ensure people love or come to love our brand(s)?” And, intriguingly, while brand owners seek deep connection — consumer love — it is often rare for us to find organizations sensitive enough to continually redirect their ‘radar’ in the directions that generate the idyllic state they hope to achieve.

Keywords: Personal Brand; American Market Association; Marketing Communication; Brand Relationship; Brand Owner (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-42712-0_12

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137427120

DOI: 10.1057/9781137427120_12

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().