Consumer-Brand Relationships: How Consumers Perceive, Evaluate, and Relate to Brands

Name: Consumer-Brand Relationships: How Consumers Perceive, Evaluate, and Relate to Brands
Brand: Bod - Books on Demand
SKU: 9783842338548
Price: 5806.0 INR
Availability: InStock

by Bettina Nyffenegger

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ISBN13: 9783842338548
Binding: Paperback
Subject: N/A
Publisher: Bod - Books on Demand
Publisher Imprint: Bod - Books on Demand
Publication Date: November 22, 2010
Pages: 170
Original Price: USD 68.9
Language: English
Edition: N/A
Item Weight: 209 grams
BISAC Subject(s): Marketing / General

About The Book

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.

About The Author

Bettina Nyffenegger is Assistant Professor of Marketing at the Institute of Marketing and Management at the University of Bern in Switzerland. She completed her PhD in Management Economics at the University of Bern in Switzerland.

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