Overview
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About this book
Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.
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Keywords
Table of contents (12 chapters)
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Front Matter
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Brand Relationships Rule
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Love and Brand Relationships
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Front Matter
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Personality and Social Groups, and Brand Relationships
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Front Matter
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Measuring and Managing Brand Relationships
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Front Matter
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Back Matter
Editors and Affiliations
About the editors
Marc Fetscherin is Associate Professor of International Business and Marketing at Rollins College, United States. Fetscherin is the founder and organizer of the International Consumer Brand Relationships (CBR) Conference which started in 2010 at Rollins College. This edited book contains a collection of the best papers originally presented at the 3rd CBR Conference held during September 26–28, 2013. For more information, please visit www.fetscherin.com.
Tobias Heilmann is CEO of campaignfit Ltd. (www.campaignfit.ch), Switzerland, a consulting company specialized in empirical brand and leadership consulting. Based on scientific tools, he and his team measures, tests, and predicts company brand, product/service brand, employer brand, CEO brand, and place brand, develops and implements strategies for companies and states. Furthermore, he is Assistant Professor in Social and Business Psychology at the University of Zurich, Switzerland. He received his PhD in Business Psychology from the University of Zurich, Switzerland. He also holds a master's in Organizational Psychology from the University of Tubingen, Germany.
Tobias Heilmann is CEO of campaignfit Ltd. (www.campaignfit.ch), Switzerland, a consulting company specialized in empirical brand and leadership consulting. Based on scientific tools, he and his team measures, tests, and predicts company brand, product/service brand, employer brand, CEO brand, and place brand, develops and implements strategies for companies and states. Furthermore, he is Assistant Professor in Social and Business Psychology at the University of Zurich, Switzerland. He received his PhD in Business Psychology from the University of Zurich, Switzerland. He also holds a master's in Organizational Psychology from the University of Tubingen, Germany.
Bibliographic Information
Book Title: Consumer Brand Relationships
Book Subtitle: Meaning, Measuring, Managing
Editors: Marc Fetscherin, Tobias Heilmann
DOI: https://doi.org/10.1057/9781137427120
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2015
Hardcover ISBN: 978-1-137-42710-6Published: 07 May 2015
Softcover ISBN: 978-1-349-49101-8Published: 27 August 2016
eBook ISBN: 978-1-137-42712-0Published: 07 May 2015
Edition Number: 1
Number of Pages: XXIV, 297
Topics: International Business, Business Strategy/Leadership, Marketing, Economics, general