Consumer Brand Relationships [electronic resource] : Meaning, Measuring, Managing /
Fetscherin, M.editor.
Heilmann, T.editor.
Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.
Includes indexes.
Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.
International business enterprises.
Leadership.
Marketing.
Economics.
Management science.
International Business.
Business Strategy/Leadership.
Marketing.
Economics, general.