Handbook of brand relationships

Handbook of brand relationships / Deborah J. MacInnis, C. Whan Park, Joseph W. Priester, editors.

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. Featuring chapters by well-known marketing and psychology scholars, this is the first serious academic book to offer a psychological perspective on the meaning of and...

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Bibliographic Details
Corporate Author: Society for Consumer Psychology
Other Authors: MacInnis, Deborah J., Park, C. Whan, Priester, Joseph W.
Format: eBook
Language:English
Published: London ; New York : Routledge, 2015.
Series:Advertising and consumer psychology.
Subjects:
Relationship marketing.
Brand choice.
Branding (Marketing)
Customer relations.
branding.
Brand choice
Customer relations
Relationship marketing
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