Title: Handbook of brand relationships
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].
Subjects: Brand choice, Relationship marketing, Branding (Marketing), Customer relations, Brand name products, Marketing