Brand Love is not Enough: A Theory of Consumer Brand Relationships in Practice

Blackston, Max

Brand Love is not Enough: A Theory of Consumer Brand Relationships in Practice - New York Routledge Taylor and Francis Group 2018 - 414p

1. The I-mage Gap
2. The Relational Brand
3. Relationships with Packaged Goods Brands
4. Relationships with Prestige Brands
5. How Brand Relationships Mitigate consumers Risk
6. Relationships with Corporate Brands
7. Universal Brand Relationships
8. Branded relationships and the value of branded Businesses


9781138039827


Consumer Preferences
Marketing - Cases

658.827 / BLA
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