Handbook of Brand Relationships is popular PDF and ePub book, written by Deborah J. MacInnis in 2014-12-18, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Handbook of Brand Relationships can be Read Online from any device for your convenience.
Handbook of Brand Relationships Book PDF Summary
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.
Detail Book of Handbook of Brand Relationships PDF
- Author : Deborah J. MacInnis
- Release : 18 December 2014
- Publisher : Routledge
- ISBN : 9781317469193
- Genre : Business & Economics
- Total Page : 432 pages
- Language : English
- PDF File Size : 20,5 Mb
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