Consumer Brand Relationships

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. Specifically, the book discusses what brand relationship means and how to measure and manage brand relationships. This edited collection compiles eleven chapters written by leading experts and provides an important contribution to a better understanding of brand relationships. The chapters are grouped into three parts: Part I focuses on the love concept and brand relationships. Topics discussed are the relationships between brand trust and brand love, brand identification and brand love, brand love and brand commitment, brand love and word of mouth, brand defense, brand advocacy, and brand love life cycle or brand love over time. Part II focuses on personality and social groups, and brand relationships. Specifically, it discussed how personality and interpersonal relationships influence brand relationships, as well as brand relationships for different consumers segments such as children and fans and their relationships to brands. Part III discusses how to manage and measure brand relationships. In particular, one chapter presents a new framework of Consumer Brand Relationships and presents four main brand relationships stages: relationship establishment, relationship augmentation, relationship maintenance and relationship outcome. The last two chapters discuss in great detail BERA Brand Management platform. BERA delivers a real-time assessment of over 4,000 brands across 200 categories via the Brand Equity Relationship Assessment (BERA) platform.