How would you feel about a bank that handled all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same...

Ausführliche Beschreibung

Bibliographische Detailangaben

1. Verfasser:	Blackston, Max (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	New York Routledge 2018
Schlagworte:	Branding (Marketing) Marketing / Cases Advertising
Online-Zugang:	Volltext
Zusammenfassung:	How would you feel about a bank that handled all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same is true for your relationship with brands. In this trailblazing book, Blackston extends his theory on consumer brand relationships introduced in the 1990s. He introduces a new construct called "brand's attitude," which complements the idea of brand image and introduces a typology of consumer relationships that is richer and more varied than the familiar concept of brand love. This construct describes more fully the two-way street that exists between consumers and brands, and fills a crucial gap in traditional branding literature in explaining consumers' brand purchasing and usage behavior. Drawing on numerous actual examples and cases from a variety of different industries, and supported by 30 years of consumer data, Brand Love is not Enough should be on the shelf of any serious marketer or student of branding
Beschreibung:	Includes index
Beschreibung:	1 online resource (xvi, 141 pages)
ISBN:	9781351707312 9781315175621 1315175622 1351707310