Consumer Brand Relationships

Meaning, Measuring, Managing

Editors: Fetscherin, M., Heilmann, T. (Eds.)

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eBook 83,29 €
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  • ISBN 978-1-137-42712-0
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Hardcover 124,79 €
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  • ISBN 978-1-137-42710-6
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  • Usually dispatched within 3 to 5 business days.
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Softcover 103,99 €
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  • ISBN 978-1-349-49101-8
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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.

About the authors

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.

Table of contents (12 chapters)

Table of contents (12 chapters)

Buy this book

eBook 83,29 €
price for Spain (gross)
  • ISBN 978-1-137-42712-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 124,79 €
price for Spain (gross)
  • ISBN 978-1-137-42710-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 103,99 €
price for Spain (gross)
  • ISBN 978-1-349-49101-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Consumer Brand Relationships
Book Subtitle
Meaning, Measuring, Managing
Editors
  • M. Fetscherin
  • T. Heilmann
Copyright
2015
Publisher
Palgrave Macmillan UK
Copyright Holder
Palgrave Macmillan, a division of Macmillan Publishers Limited
eBook ISBN
978-1-137-42712-0
DOI
10.1057/9781137427120
Hardcover ISBN
978-1-137-42710-6
Softcover ISBN
978-1-349-49101-8
Edition Number
1
Number of Pages
XXIV, 297
Topics