ABSTRACT
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline.
A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice.
Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.
TABLE OF CONTENTS
chapter |9 pages
Introduction
part 1|50 pages
How contexts shape brand meaning
chapter 2|20 pages
Framing the game
part 2|56 pages
Brands, identities, and self-expression
chapter 5|14 pages
Brand relationships and self-identity
chapter 6|11 pages
How lonely consumers relate to brands
part 3|42 pages
Humanizing and anthropomorphizing brands
chapter 8|16 pages
Befriending Mr. Clean
part 4|42 pages
#BrandsOnline
chapter 13|16 pages
Customer-to-customer relationship management (CCRM)
part 5|81 pages
Relationship threats and endings
chapter 14|13 pages
The unfaithful brand
chapter 15|17 pages
Dyads, triads, and consumer treachery
chapter 16|17 pages
This brand is just not that into you
chapter 18|19 pages
Consumers’ experience of brand withdrawal
part 6|60 pages
Building the brand-driven organization
chapter 22|13 pages
Success factors for the implementation of an intended brand personality
part 7|50 pages
Systems and metrics for measuring brand relationships
part 8|22 pages
Contemplating the futures of branding