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Zusatztext 82974464 Informationen zum Autor Susan Fournier is Associate Professor and Dean's Research Fellow at Boston University, USA. Her research explores the creation and capture of value through branding and brand relationships and she has received five awards for her published work. She is an Editorial Board member of the Journal of Consumer Research and Journal of Marketing amongst others Michael Breazeale is Assistant Professor of Marketing at University of Nebraska at Omaha, USA. His primary areas of research include the consumption of experiences and emotional branding. Mike has published articles in publications such as International Journal of Market Research, Marketing Management Journal and Journal of Business Research Marc Fetscherin is an Associate Professor of the Crummer Graduate School of Business and the International Business Department at Rollins College, USA. His research has been published in leading academic journals such as International Business Review, International Marketing Review, European Journal of Marketing and Journal of Brand Management Klappentext The creation and management of customer relationships is fundamental to the practice of marketing and marketers have long maintained a keen interest in these relationships. 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. 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. Zusammenfassung 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. Inhaltsverzeichnis Foreword Introduction: The Why, How, and So What of Consumers' Relationships with Their Brands Part I: The "What" of Brand Relationships: Exploring Brand Relationship Varieties and Type 1. When is our Connection to Brands like our Connection to People?: Differentiating between Consumer-Brand Relationships and Interpersonal Relationships 2. Exploring Relationship Analogues in the Brand Space 3. Understanding Negative Consumer Responses: Motivations for the Brand Avoidance Relationship 4. Brand Flings: When Great Brand Relationships Are Not Made to Last 5. Examining Childhood Consumption Relationships 6. Mental Accounting in Consumer-Brand Relationships Part II: Understanding Consumer-Brand Relationship Bonds: Brand Love and Other Strength Indicators 7. Love Actually?: Measuring and Exploring Consumers' Brand Love 8. Brand Love: Interpersonal or Parasocial Love Relationships? 9. Brand Relationship Quality - Conceptualization and Measurement: Results of a Cross-Industry Study in the German Consumer Market 10. Brand Forgiveness: How Close Brand Relationships Influence Forgiveness 11. Relation...
