The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured, and when and how they evolve and decline.

While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands such as branded products, stores, celebrities, companies or countries. The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that may inform theory and company best practices, and by encouraging the evolution of new research ideas and themes. Empirical and theoretical contributions are represented.

With contributions from an impressive array of scholars from around the world, including Kevin Lane Keller, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.

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.

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.

The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline.

While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies.

With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.

Here is a user friendly guide to reading and understanding the last and enigmatic book of the New Testament. It is designed for the interested non-specialist, like the educated lay person, student, or church professional, and is ideally suited for parish adult bible study groups and college level inquiry. Its Socratic method of question and answer makes it very desirable for parish study groups and classroom use alike. Non-biblical theologians and teachers of humanities will find it a valuable resource for making Revelation accessible. Preachers will find it helpful for identifying the main ideas of Revelation. This "virtual classroom" style commentary will help make the Book of Revelation accessible in a way that the more technical line-by-line commentary cannot. While being rooted in the best of modern biblical scholarship on the Book of Revelation, the interpretation is set out in a straightforward, simple way, emphasizing the themes and theology of the book. This is not a book written for scholars, but for the interested adult non-specialist. It seeks to steer a middle course between highly technical and too elementary commentaries. The background and literary characteristics essential to grasping the book's content and context are set out in non technical terms. The periodic reviews help the reader progress from one section to the next. This guide will help the reader discover that many mysteries of the Book of Revelation are illuminated by understanding John's use of great Old Testament themes, his perspective on good and evil, the symbolism employed in the book for Christ, God, and the Church, and his theology of the Kingdom of God.