Brand Attachment
Constructs, Consequences and Causes
by C. Whan Park
This review examines four key issues involved in developing and establishing strong brand relationships with its customers. The first concerns the meaning of "brand attachment" and its critical consequences for brand equity. The second concerns outcomes of brand attachment to customers and the firm. The third concerns the causes of brand attachment. We articulate the process by which strong brand attachment is created through meaningful personal connections between the brand and its customers. We also articulate the identification and management of a strategic brand exemplar that allows the firm to create brand attachment and sustain and grow the brand's competitive advantages.
Check nearby libraries
Buy this book
Previews available in: English
Subjects
Consumer behavior, Brand loyalty, Psychological aspectsShowing 1 featured edition. View all 1 editions?
| Edition | Availability |
|---|---|
1
Brand Attachment: Constructs, Consequences and Causes
2008, Now Publishers, NetLibrary, Incorporated [Distributor]
electronic resource:
in English
1601981015 9781601981011
|
aaaa
Libraries near you:
WorldCat
|
Book Details
Table of Contents
Edition Notes
License restrictions may limit access.
Classifications
The Physical Object
ID Numbers
Community Reviews (0)
Feedback?
| June 28, 2019 | Created by MARC Bot | import new book |