Brand love is not enough : a theory of consumer brand relationships in practice /
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| Format: | eBook |
| Language: | English |
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New York :
Routledge,
2018.
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| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Brand Love Is not Enough- Front Cover; Brand Love Is not Enough; Title Page; Copyright Page; Dedication; Contents; List of figures; List of tables; Preface; Acknowledgments; Chapter 1: The I-mage Gap; Brandsâ#x80;#x99; Attitudes; Brand Love Is not Enough; Chapter 2: The Relational Brand; Stages in the Development of the Relational Personality; The Relational Brand vs the Freudian â#x80;#x9C;Drivenâ#x80;#x9D; Brand; Why Relational Branding ?; Relational Branding Methodology; The Objective and the Subjective Brand; The Relational Brand Model; Brand Relationship Maps; Other Consumer Brand Relationship Models
- Brand Relationships in ContextNotes; Chapter 3: Relationships with Packaged Goods Brands; Hedonic Consumption; Relationships with Food and Drink Brands; Relationships with Brands of Coffee â#x80;#x93; Maxwell House and Folgers; Relationships with Brands of Frozen Food â#x80;#x93; Lean Cuisine; Relationships with Brands of Health and Beauty Aids; Consumersâ#x80;#x99; Relationships with Dove and Other Brands of Soap; Relationships with Fabric Softener Brands; Onwards and Upwards?; Note; Chapter 4: Relationships with Prestige Brands; What is Prestige?; Status vs Self-Indulgence; Types of Brand Prestige
- The American Express CardLuxury Brands; Note; Chapter 5: How Brand Relationships Mitigate Consumersâ#x80;#x99; Risk; Brand Relationships in the Insurance Industry; Brand Relationships with Securities Companies; The Advantages and Risks of Brand Authority in Relationships; Relationships with the AT&T Brand; The Universality of Risk as a Factor in Determining Brand Relationships; Note; Chapter 6: Relationships with Corporate Brands; Relationships with Automobile Brands; Relationships with Computer Brands; Relationships with a Complex Corporate Brand â#x80;#x93; the Case of AT Trust â#x80;#x93; Revisited
- Chapter 7: Universal Brand RelationshipsReinforcement â#x80;#x93; Exemplar, J Identification â#x80;#x93; Exemplars, Walmart and Amazon; Role Model â#x80;#x93; Exemplar, Apple; Self-Differentiation â#x80;#x93; Exemplars, Amazon and Apple; Playful â#x80;#x93; Exemplar, Amazon; Balancing Brand Perceptions and Brandsâ#x80;#x99; Attitudes; Brand Relationship Erosion; Chapter 8: Brand Relationships and the Value of Branded Businesses; Model Operationalization; Conclusions; The Future of the Relational Brand; The Impact of the Internet and Social Media; Generational Change; Notes; Appendix â#x80;#x93; Researching the Relational Brand
- Two Methodological ApproachesQuantitative Research Methodology; Data Collection; Analysis; Further Analyses; The â#x80;#x9C;BRAVEâ#x80;#x9D; Protocol; Notes; Index