Handbook of brand relationships
By: edited by Deborah J. MacInnis, C. Whan Park, and Joseph R. Priester.
Contributors: MacInnis, Deborah J.; Park, C. Whan.; Priester, Joseph R., 1960-
Publisher: M.E. Sharpe
Published: 2009
Place of publication: Armonk, NY
Language: eng
Number of pages: 424
ISBN-13: 9780765623577
Subjects: Relationship marketing; Brand choice; Branding (Marketing); Customer relations
Description: Brand relationships are critical as they provide avenues for enhanced company profitability through the lowering of customer acquisition and retention costs. This book is the first academic book to take a psychological perspective on the meaning, foundations, and effects of brand relationships. It also identifies several novel metrics designed to measure various aspects of brand relationships.--[book cover].
Notes: Includes bibliographical references and index.