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Brand Love is not Enough : a theory of Consumer Brand Relationships in practice. Preview this item
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Brand Love is not Enough : a theory of Consumer Brand Relationships in practice.

Author: Max Blackston
Publisher: London : Taylor and Francis, 2018.
Edition/Format:   eBook : Document : English : First editionView all editions and formats
Summary:
"How would you feel about a bank that handled all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same is true for your relationship with brands. In this trailblazing book, Blackston extends his theory on consumer brand  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Max Blackston
ISBN: 9781315175621 1315175622
OCLC Number: 1022721665
Description: 1 online resource : text file, PDF
Contents: Chapter 1 The I-mage Gap / Max Blackston --
chapter 2 The Relational Brand / Max Blackston --
chapter 3 Relationships with Packaged Goods Brands / Max Blackston --
chapter 4 Relationships with Prestige Brands / Max Blackston --
chapter 5 How Brand Relationships Mitigate Consumers' Risk / Max Blackston --
chapter 6 Relationships with Corporate Brands / Max Blackston --
chapter 7 Universal Brand Relationships / Max Blackston --
chapter 8 Brand Relationships and the Value of Branded Businesses / Max Blackston.

Abstract:

"How would you feel about a bank that handled all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same is true for your relationship with brands. In this trailblazing book, Blackston extends his theory on consumer brand relationships introduced in the 1990s. He introduces a new construct called "brand's attitude", which complements the idea of brand image and introduces a typology of consumer relationships that is richer and more varied than the familiar concept of brand love. This construct describes more fully the two-way street that exists between consumers and brands and fills a crucial gap in traditional branding literature in explaining consumers' brand purchasing and usage behavior. Drawing on numerous actual examples and cases from a variety of different industries, and supported by 30 years of consumer data, Brand Love is not Enough should be on the shelf of any serious marketer or student of branding."--Provided by publisher.

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