Brands and Consumers: A Research Overview

Cover
Half Title
Series Information
Title Page
Copyright Page
Table of Contents
1 Introduction
	References
2 Consumer–Brand Relationship
	2.1 Introduction
	2.2 The Foundations of the Concept of Consumer–Brand Relationships
	2.3 Self-Brand Connection
	2.4 Brand Engagement
	2.5 Brand Trust, Brand Commitment and Brand Love
	References
3 Brands and Society
	3.1 Introduction
	3.2 CSR and Brands
	3.3 When Brands Employ Cause-Related Marketing
	3.4 Brand Activism and Its Impact
	3.5 Brands Innovating for Social Good
	Notes
	References
4 Brands in Services
	4.1 Introduction
	4.2 The Origins of Service Branding
	4.3 Service Brand Quality and Satisfaction
	4.4 Service Brand Experience – Touchpoints, Customer Journey
	4.5 Service Brand Failure and Recovery Management
	4.6 New Developments in Service Branding Research
	References
5 How Consumers Buy Brands
	5.1 Introduction
	5.2 Empirical Generalisations in Marketing
	5.3 Brand Performance Metrics/Measures
		5.3.1 Purchase Frequency
		5.3.2 100%-Loyal Buyers
		5.3.3 Share of Category Requirements
		5.3.4 Heavy Buyers
		5.3.5 Light Buyers
		5.3.6 Duplication of Purchase
	5.4 How Theory Explains Brand Loyalty
	5.5 Applications in Marketing
	5.6 Recent Research Advances
	References
6 Brand Partnerships
	6.1 Introduction
	6.2 Benefits and Drivers of Co-Branding
	6.3 Spill Over Effects in Co-Branding
	6.4 Research On Different Types of Brand Alliances
	6.5 Brand Partnerships in Business-To-Business Markets
	References
7 New Approaches to Brand–Consumer Research
	7.1 Introduction
	7.2 Brands and Social Media Influencers
	7.3 Methodological Advances in Consumer–Brand Research
	7.4 Neuroscience in Branding
	7.5 Branding in the Event of Crises
	7.6 Branding in the BoP Markets
	References
Index