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Handbook of brand relationships / Deborah J. MacInnis, C. Whan Park, Joseph R. Priester, editors
Armonk, N.Y. : M.E. Sharpe, c2009
book jacket
Location Call Number Status
 3rd Floor  HF5415.55 .H357 2009    AVAILABLE
Subject(s) Relationship marketing
Brand choice
Branding (Marketing)
Customer relations
Physical Description xxi, 424 p. : ill. ; 27 cm
Note "Society for Consumer Psychology"--Cover
Includes bibliographical references and indexes
Contents Introduction : Why brand relationships? / Deborah J. MacInnis, C. Whan Park, and Joseph R. Priester -- Lessons learned about consumers' relationships with their brands / Susan Fournier -- Using relationship norms to understand consumer-brand interactions / Pankaj Aggarwal -- Brand loyalty is not habitual / Leona Tam, Wendy Wood, and Mindy F. Ji -- Self-expansion motivation and inclusion of brands in self : toward a theory of brand relationships / Martin Reimann and Arthur Aron -- Why on earth do consumers have relationships with marketers? Toward understanding the functions of brand relationships / Laurence Ashworth, Peter Dacin, and Matthew Thomson -- Self-brand connections : the role of reference groups and celebrity endorsers in the creation of brand meaning / Jennifer Edson Escalas and James R. Bettman -- When brands are built from within : a social identity pathway to liking and evaluation / Americus Reed II, Joel B. Cohen, and Amit Bhattacharjee -- Group-based brand relationships and persuasion : multiple roles for identification and identification discrepancies / Monique A. Fleming -- Collective brand relationships / Thomas C. O'Guinn and Albert M. Muñiz -- Building brand relationships through corporate social responsibility / Sankar Sen, Shuili Du, and C.B. Bhattacharya -- Ethnicity, race, and brand connections / David W. Schumann, Edith F. Davidson, and Bridget Satinover -- Cultural value dimensions and brands : can a global brand image exist? / Susan Forquer Gupta, Doan Winkel, and Laura Peracchio -- Understanding cultural differences in brand extension evaluation : the influence of analytic versus holistic thinking / Alokparna Basu Monga and Deborah Roedder John -- Luxury branding / Vanessa M. Patrick and Henrik Hagtvedt -- Attitudes as a basis for brand relationships : the roles of elaboration, metacognition, and bias correction / Duane T. Wegener, Vanessa Sawicki, and Richard E. Petty -- Putting context effects in context : the construction and retrieval as moderated by attitude strength (CARMAS) model of evaluative judgment / Dhananjay Nayakankuppam and Joseph R. Priester -- The connection-prominence attachment (CPAM) : a conceptual and methodological exploration of brand attachment / C. Whan Park ... [et al.] -- Love, desire, and identity : a conditional integration theory of the love of things / Aaron C. Ahuvia, Rajeev Batra, and Richard P. Bagozzi -- Customer coping in response to relationship transgressions : an attachment theoretic approach / Marcel Paulssen and Richard P. Bagozzi -- Research directions on strong brand relationships / C. Whan Park, Deborah J. MacInnis, and Joseph R. Priester
Alternate Author MacInnis, Deborah J
Park, C. Whan
Priester, Joseph R., 1960-
Society for Consumer Psychology

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