Description
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured, and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands such as branded products, stores, celebrities, companies or countries. The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that may inform theory and company best practices, and by encouraging the evolution of new research ideas and themes. Empirical and theoretical contributions are represented. With contributions from an impressive array of scholars from around the world, including Kevin Lane Keller, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
