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Books > Social sciences > Psychology > Occupational & industrial psychology
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Strong Brands, Strong Relationships (Hardcover)
Loot Price: R4,862
Discovery Miles 48 620
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Strong Brands, Strong Relationships (Hardcover)
Expected to ship within 12 - 17 working days
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From the editor team of the ground-breaking Consumer-Brand
Relationships: Theory and Practice comes this new volume. Strong
Brands, Strong Relationships is a collection of innovative research
and management insights that build upon the foundations of the
first book, but takes the study of brand relationships outside of
traditional realms by applying new theoretical frameworks and
considering new contexts. The result is an expanded and
better-informed account of people's relationships with brands and a
demonstration of the important and timely implications of this
evolving sub-discipline. A range of different brand relationship
environments are explored in the collection, including: online
digital spaces, consumer collectives, global brands, luxury brands,
branding in terrorist organizations, and the brand relationships of
men and transient consumers. This book attends to relationship
endings as well as their beginnings, providing a full life-cycle
perspective. While the first volume focused on positive
relationship benefits, this collection explores dysfunctional
dynamics, adversarial and politically-charged relationships, and
those that are harmful to well-being. Evocative constructs are
leveraged, including secrets, betrayals, anthropomorphism, lying,
infidelity, retaliation, and bereavement. The curated collection
provides both a deeper theoretical understanding of brand
relationship phenomena and ideas for practical application from
experiments and execution in commercial practice. Strong Brands,
Strong Relationships will be the perfect read for marketing faculty
and graduate students interested in branding dynamics, as well as
managers responsible for stewarding brands.
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