Brand relationships are critical because they can enhance company
profitability by lowering customer acquisition and retention costs.
This is the first serious academic book to offer a psychological
perspective on the meaning of and basis for brand relationships, as
well as their effects. "The Handbook of Brand Relationships"
includes chapters by well-known marketing and psychology scholars
on topics related to the meaning, significance, and measurement of
brand relationships; the critical connections between consumers and
the brand; how brand relationships are formed through both
thoughtful and non-thoughtful processes; and how they are built,
repaired, and leveraged through brand extensions. An integrative
framework introduces the book and summarizes the chapters' key
ideas. The handbook also identifies several novel metrics for
measuring various aspects of brand relationships, and it includes
recommendations for further research.
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