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Consumer-Brand Relationships
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The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationshi
Building Consumer-Brand Relationship in Luxury Brand Management
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Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has chang
Brand Intimacy
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From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connection
Handbook of Brand Relationships
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Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious
Consumer Brand Relationships
Language: en
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Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and ho