Consumer Brand Relationships: Meaning, Measuring, Managing

Fetscherin, M.; Heilmann, T.

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Details

Published by: Palgrave Macmillan

Publication Date: 2015-05-07

Format: Hardcover

ISBN-13: 9781137427106

DOI: 10.1057/9781137427120

Dimensions: 216cm x140cm

Pages: 297