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Brand Love Is Not Enough: A Theory of Consumer Brand Relationships in Practice

Brand Love Is Not Enough: A Theory of Consumer Brand Relationships in Practice

  • 作者: Blackston, Max
  • 原文出版社:Routledge
  • 出版日期:2018/03/22
  • 語言:英文
  • 定價:3098
  • 抵用購物金最多再省$929 詳情

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內容簡介

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.

 

作者簡介

Max Blackston is a founding partner at BlackBar Consulting, USA. He is a brand strategist, market researcher, and consumer psychologist with a long track record of innovation in the consumer sciences. His work, where he conceptualized the first original theory of consumer brand relationships, has gained wide recognition both in the academic world and by fellow practitioners, and has been published and reprinted in many countries.

 

詳細資料

  • ISBN:9781138039827
  • 規格:平裝 / 142頁 / 22.9 x 15.2 x 1 cm / 普通級
  • 出版地:美國

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