Brand love is not enough
Subtitle: a theory of consumer brand relationships in practice
By: Max Blackston
Published: 2018
Language: eng
Number of pages: 141
ISBN-13: 9781138039810; 9781138039827
Subjects: Branding (Marketing); Consumers' preferences
Description: "How would you feel about a bank that handles all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same is true for brands. In this trailblazing book, Blackston extends his theory on consumer brand relationships introduced in the 90s. He introduces a new construct, called "brands' attitude", which goes beyond the familiar concept of brand love. Brands' attitude describes more fully the two-way street that exists between consumers and brands and fills a crucial gap in traditional branding literature in explaining consumers' brand purchasing and usage behavior. Drawing on real consumer data supported with plenty of industry-based examples and cases, Brand Love is not Enough should be on the shelf on any serious marketer or student of branding"--
Notes: Includes bibliographical references and index.
Table of contents: title: The i-mage gap; title: The relational brand; title: Relationships with packaged goods brands; title: Relationships with prestige brands; title: How brand relationships mitigate consumers' risk; title: Relationships with corporate brands; title: Universal brand relationships; title: Brand relationships and the value of branded businesses.