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Brand Love is not Enough
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A Theory of Consumer Brand Relationships in Practice
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Artikel-Nr:
9781138039827
Veröffentl:
2018
Erscheinungsdatum:
22.03.2018
Seiten:
142
Autor:
Max Blackston
Gewicht:
227 g
Format:
229x152x9 mm
Sprache:
Englisch
Beschreibung:
Max Blackston is a founding partner at BlackBar Consulting, USA. He is a brand strategist, market researcher, and consumer psychologist with a long track record of innovation in the consumer sciences. His work, where he conceptualized the first original theory of consumer brand relationships, has gained wide recognition both in the academic world and by fellow practitioners, and has been published and reprinted in many countries.
This trailblazing book introduces the concept of "brands' attitude", filling the gap in our understanding of consumers' brand purchasing and usage behavior. With real consumer data, examples, and cases, it is a must-read for every serious marketer and branding student.
1. What are Brands' Attitudes