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Consumer Brand Relationships Meaning, Measuring, Managing

by Marc Fetscherin

Consumer Brand Relationships Meaning, Measuring, Managing Synopsis

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.

Book Information

ISBN: 9781137427106
Publication date: 7th May 2015
Author: Marc Fetscherin
Publisher: Palgrave Macmillan
Format: Hardback
Pagination: 297 pages
Categories: Market research, Business strategy,

About Marc Fetscherin

Marc Fetscherin is Associate Professor of International Business and Marketing at Rollins College, United States. Fetscherin is the founder and organizer of the International Consumer Brand Relationships (CBR) Conference which started in 2010 at Rollins College. This edited book contains a collection of the best papers originally presented at the 3rd CBR Conference held during September 26-28, 2013. For more information, please visit Tobias Heilmann is CEO of campaignfit Ltd. (, Switzerland, a consulting company specialized in empirical brand and leadership consulting. Based on scientific tools, he and his team measures, tests, and predicts company brand, product/...

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