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Consumer-Brand Relationships

2012-03-29 Business & Economics
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Release : 2012-03-29
Genre : Business & Economics
Kind : eBook
Book Rating : 972/5 ( reviews)

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Book Synopsis Consumer-Brand Relationships by : Susan Fournier

Download or read book Consumer-Brand Relationships written by Susan Fournier. This book was released on 2012-03-29. Available in PDF, EPUB and Kindle. Book excerpt: 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 products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.

The Consumer Mind

2012-06-03 Business & Economics
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Release : 2012-06-03
Genre : Business & Economics
Kind : eBook
Book Rating : 719/5 ( reviews)

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Book Synopsis The Consumer Mind by : Pepe Martínez

Download or read book The Consumer Mind written by Pepe Martínez. This book was released on 2012-06-03. Available in PDF, EPUB and Kindle. Book excerpt: The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.

The Consumer Culture Theory of Brands

2019-08-20 Business & Economics
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Release : 2019-08-20
Genre : Business & Economics
Kind : eBook
Book Rating : 745/5 ( reviews)

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Book Synopsis The Consumer Culture Theory of Brands by : Robert Pennington

Download or read book The Consumer Culture Theory of Brands written by Robert Pennington. This book was released on 2019-08-20. Available in PDF, EPUB and Kindle. Book excerpt: Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance to consumers and their brand use. This book explains what brands mean to consumers, and how they use brands for their own purpose of conveying that meaning to others. It illuminates not only how consumers use brands to communicate, but also how advertising has become an integral component of the cultural communication system that is consumption.

Brands, Consumers, Symbols and Research

1999-08-11 Business & Economics
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Release : 1999-08-11
Genre : Business & Economics
Kind : eBook
Book Rating : 970/5 ( reviews)

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Book Synopsis Brands, Consumers, Symbols and Research by : Sidney J. Levy

Download or read book Brands, Consumers, Symbols and Research written by Sidney J. Levy. This book was released on 1999-08-11. Available in PDF, EPUB and Kindle. Book excerpt: This volume assembles all Sidney J. Levy's and his collaborators significant essays and studies in the field of marketing. His work includes marketing's role in management, how managers develop products and brands and how the marketplace is studied.

Energy Branding

2017-06-10 Business & Economics
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Release : 2017-06-10
Genre : Business & Economics
Kind : eBook
Book Rating : 982/5 ( reviews)

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Book Synopsis Energy Branding by : Friðrik Larsen

Download or read book Energy Branding written by Friðrik Larsen. This book was released on 2017-06-10. Available in PDF, EPUB and Kindle. Book excerpt: Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met with skepticism, indicating the need for a greater focus on marketing and branding in the energy industry. The author examines both perspectives of energy as a commodity business and a consumer brand, as well as the perception of energy consumers across Europe. Topics discussed include green energy, the liberalisation of the electricity industry, and the relationship between consumers and executives in the energy market. One of the first of its kind, this book offers a unique and innovative study of the development of branding in the energy industry, and sheds light on future marketing strategies.

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