Broschiertes Buch

Consumer Brand Relationships

Meaning, Measuring, Managing

Herausgegeben: Fetscherin, Marc; Heilmann, T.

Beschreibung

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.

Autor

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.

Produktdetails

• Verlag: Palgrave Macmillan / Palgrave Macmillan UK / Springer Palgrave Macmillan
• Artikelnr. des Verlages: 978-1-349-49101-8
• 1st ed. 2015
• Seitenzahl: 300
• Erscheinungstermin: 27. August 2016
• Englisch
• Abmessung: 216mm x 140mm x 17mm
• Gewicht: 381g
• ISBN-13: 9781349491018
• ISBN-10: 1349491012
• Artikelnr.: 44711632