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Consumer-Brand Relationships

Name: Consumer-Brand Relationships
Brand: Books on Demand
SKU: 9783842338548
Price: 181.91 PLN
Availability: InStock

How Consumers Perceive, Evaluate, and Relate to Brands

Autor: Bettina Nyffenegger

Język:

Oprawa: Miękka

Wydawca: Books on Demand

Dostępność: Dostępna u dostawcy

Wysyłamy za 8-11 dni

181.91 zł

In today s highly competitive business environment brands and systematic brand management have becom...

Informacje o książce

Autor

Bettina Nyffenegger

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2010

strony

170

EAN

9783842338548

ISBN

3842338546

Enbook ID

01808935

Wydawca

Books on Demand

Waga

209

Wymiary

148 x 210 x 9

Pełny opis

In today s highly competitive business environment brands and systematic brand management have become powerful means for differentiating a firm s products in the eyes of consumers. Although being defined by marketing managers, brands ultimately evolve in the minds of consumers. A key challenge in this context is to understand how consumers perceive, evaluate, and relate to brands. This book deals with three different aspects of the interface between consumers and brands. It conceptually discusses and empirically examines the cognitive and emotional relationships consumers may form with brands, analyzes the transformation of an intended brand personality (i.e., intended by brand management) into a realized brand personality (i.e., perceived by consumers), and finally provides a more detailed understanding of how the interaction between the brand s personality and the consumer s personality affects brand performance. To adequately understand this interface between brand and consumer is certainly not only academically highly relevant but also crucial for managerial practice. Only if brand managers understand the effects of their branding activities on consumers perception and evaluation of the underlying brand, they can effectively design and efficiently implement branding strategies.