Strong Brands, Strong Relationships (eBook, ePUB)

Redaktion: Fournier, Susan; Avery, Jill; Breazeale, Michael J

• Format: ePub

Produktbeschreibung

Strong Brands, Strong Relationships is a new collection of innovative research and practitioner insights which builds on the foundations of the first book, but with darker themes at its centre: an exploration of the destructive and dysfunctional aspects of our complex relationships with brands.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 476
• Erscheinungstermin: 12. Juni 2015
• Englisch
• ISBN-13: 9781317662341
• Artikelnr.: 43091699

Autorenporträt

Dr. Susan Fournier is Questrom Professor of Management and Faculty Director of the M.B.A. Program at Boston University, USA. Dr. Michael Breazeale is an Assistant Professor of Marketing at Mississippi State University, USA. Dr. Jill Avery is a Senior Lecturer at Harvard Business School, Harvard University, USA.

Inhaltsangabe

Introduction: Strengthening our Understanding of the Importance of Brands
to Consumers, Firms, and Society at Large (Michael Breazeale, Susan
Fournier, and Jill Avery) Part I: How Contexts Shape Brand Meaning
1.Loyalty and Brands in Consumers' Assembled Lives (Linda L. Price)
2.Framing the Game: How Brands' Relationships with Their Competitors Affect
Consumer Preference (Neeru Paharia, Jill Avery and Anat Keinan) 3.The Role
of Cultural Capital in Creating Glocal Brand Relationships (Dannie
Kjeldgaard, Søren Askegaard, and Giana M. Eckhardt) Part II: Brands,
Identities, and Self-Expression 4.Boys Will Be Brands: Exploring Male
Consumer-Brand Relationships (Aliette Lambert and John Desmond) 5.Brand
Relationships and Self-Identity: Consumer Use of Celebrity Meaning to
Repair a Compromised Identity (Jennifer Edson Escalas and James R. Bettman
) 6.How Lonely Consumers Relate to Brands: Insights from Psychological and
Marketing Research (Christopher Long, Sukki Yoon, and Mike Friedman)
7.Identity Degrading Brands (Zeynep Arsel and Scott Stewart) Part III:
Humanizing and Anthropomorphizing Brands 8.Befriending Mr. Clean: The Role
of Anthropomorphism in Consumer-Brand Relationships (Jing Wan and Pankaj
Aggarwal) 9.Anthropomorphism and Consumer-Brand Relationships: A
Cross-Cultural Analysis (Mandeep Kaur Ghuman, Li Huang, Thomas J. Madden
and Martin S. Roth) 10.The Post-Human Future of Brands (Robert V. Kozinets
) Part IV: #BrandsOnline 11.From Stranger to Friend: Shaping Consumer-Brand
Relationships with Social Media (Renée Richardson Gosline) 12.How Social
Media Influencers Build a Brand Following by Sharing Secrets (Barbara
Bickart, Soyean Kim, Seema Pai, Frédéric Brunel) 13.Customer-to-Customer
Relationship Management (CCRM): How Marketers Can Successfully Engage
Consumers Online (Molan Kim and Scott A. Thompson) Part V: Relationship
Threats and Endings 14.The Unfaithful Brand: When Flirting with New
Customer Segments, Make Sure You Are Not Already Married (Marius K.
Luedicke and Elisabeth A. Pichler-Luedicke) 15.Dyads, Triads and Consumer
Treachery: When Interpersonal Connections Guard Against Brand Cheating (
Miranda Goode, Mansur Khamitov, and Matthew Thomson) 16.This Brand Is Just
Not That Into You: Exploring the Role of Firm Integrity in How Consumers
React to Customer Firing (Martin Mende, Maura L. Scott, Katherine N. Lemon,
and Scott A. Thompson) 17.Communitas Interruptus: Consumer Experiences of
Leaving Community (James H. McAlexander and Beth Leavenworth DuFault)
18.Consumers' Experience of Brand Withdrawal: Unfolding Consumption
Bereavement Theory (Cristel Antonia Russell and Hope Jensen Schau) Part VI:
Building the Brand-Driven Organization 19.Building Brands from the Inside
Out: Three Practitioner Stories (Chris Allen and Matt Carcieri) 20.Branding
Terror: Building Notoriety in Violent Extremist Organizations (Michael
Breazeale, Erin G. Pleggenkuhle-Miles, Gina Scott Ligon and Mackenzie Harms
) 21.Identity Tensions in Business-Based Brand Relationships (Benjamin
Lawrence and Patrick J. Kaufmann) 22.Success Factors for the Implementation
of an Intended Brand Personality: Conceptual Framework and Insights from
the Swiss Luxury Industry (Wayne D. Hoyer, Harley Krohmer and Lara Lobschat
) Part VII: Systems and Metrics for Measuring Brand Relationships
23.Secret Relationships: Uncovering Consumers' Hidden Feelings about Brands
(Chip Walker and Belle Frank) 24.Using Relationship Metaphors to Understand
and Track Brands (John Wittenbraker and Helen Zeitoun) 25.Constructing
Consumer-Brand Relationships To Better Market and Build Businesses (Max
Blackston and Edward Lebar) Part VIII: The Futures of Branding
26.Contemplating the Futures of Branding (Michael Breazeale, Susan
Fournier, and Jill Avery. With contributions by David Aaker, John Deighton,
Gavan Fitzsimons, Susan Fournier, Robert V. Kozinets, Deborah MacInnis, Ann
L. McGill, Deborah Roedder John, and Jonathan Schroeder)