Handbook of Brand Relationships

Half-title
......Page 2
Title
......Page 4
Copyright
......Page 5
Contents
......Page 6
Consumer and Brand Relationships
......Page 10
Brand Meaning and Brand-Self Conections
......Page 11
Part I: Fundamental Issues in Brand Relationships
......Page 12
Part II: Goals, Needs, and Motives that Foster Brand Relationships
......Page 14
Part III: Brand Meaning and Meaning Makers
......Page 16
Part IV: Psychological and Behavioral Effects of Strong Brand Relationships
......Page 19
Part V: Conclusions and Research Directions
......Page 21
Conclusion
......Page 22
PART I. Fundamental Issues in Brand Relationships
......Page 26
Tenet 1: Purposeful Relationships
......Page 28
Tenet 2: Relationship Diversity
......Page 32
Tenet 3: Dynamic Relationships
......Page 38
Concluding Thoughts
......Page 41
References
......Page 43
2. Using Relationship Norms to Understand Consumer-Brand Interactions
......Page 47
Norms of Communal and Exchange Relationships
......Page 48
Using Relationship Norms to Evaluate the Brand
......Page 50
Using Relationship Norms as a Guide for Own Behavior
......Page 57
Conclusions
......Page 63
References
......Page 64
3. Brand Loyalty is Not Habitual
......Page 66
Definitions of Habits and Brand Loyalty
......Page 67
Managing Repeated Patronage
......Page 75
Conclusion
......Page 81
References
......Page 82
PART II. Goals, Needs, and Motives That Foster Brand Relationships
......Page 86
4. Self-Expansion Motivation and Inclusion of Brands in Self: Toward a Theory of Brand Relationships
......Page 88
Theoretical Background: The Self-Expansion Model
......Page 89
Applications to Brand Relationships
......Page 93
Discussion
......Page 101
References
......Page 102
5. Why on Earth Do Consumers Have Relationships with Marketers: Toward Understanding the Functions of Brand Relationships
......Page 105
Consumer-Brand Relationships
......Page 106
Consumer-Brand Relationship Functions
......Page 109
Discussion
......Page 120
Conclusion
......Page 122
References
......Page 125
6. Self-Brand Connections: The Role of Reference Groups and Celebrity Endorsers in Creation of Brand Meaning
......Page 130
Self-Brand Connections
......Page 132
Research On Self-Brand Connections
......Page 134
Conclusion
......Page 142
References
......Page 144
7. When Brands are Build from Within: A Social Identity Pathway to Liking and Evaluation
......Page 147
A Model of Attitude Generation and Recruitment
......Page 148
Social Identity-Based Attitudes: Basic Definations
......Page 153
Substantive Issues for Brand Managers
......Page 159
Notes
......Page 168
References
......Page 169
Group-Based Relationships and Persuasion
......Page 174
How Does Group-Based Persuasion Occur?
......Page 175
Group-Based Persuasion: What Determines Process?
......Page 176
Thoughtful and Nonthoughtful Group-Based Persuasion: Why Does It Occur?
......Page 182
Implications for Branding and Future Research
......Page 187
Notes
......Page 189
References
......Page 190
PART III. Brand Meaning and Meaning Makers
......Page 194
9. Collective Brand Relationships
......Page 196
The Social Brand
......Page 198
Conclusions
......Page 213
References
......Page 215
10. Building Brand Relationships Through Corporate Social Responsibility
......Page 218
Processes
......Page 221
Behavioral Outcomes
......Page 224
Contingencies in the Input-Output Link
......Page 226
References
......Page 231
Ethnicity and Race
......Page 235
Race-Based Segmentation and Market Targeting
......Page 236
Research on Race-Based Target Market Strategies and Brand Connections
......Page 238
Product and Brand Connections as Initiated by the Ethnic Consumer
......Page 239
Use of Culturally Significant Symbols and Meanings
......Page 243
Consequences of Creating Brand-Self Connections Base On Race or Ethnicity
......Page 247
A Path for Future Research
......Page 248
References
......Page 249
12. Cultural Value Dimensions and Brands: Can a Global Brand Image Exist?
......Page 253
The Nature of the Culture Concept
......Page 254
National Cultural Values
......Page 255
Cultural Value Dimensions and Branding
......Page 256
Directions for Future Research on National Culture and Branding
......Page 262
Brand Personality and National Culture
......Page 263
References
......Page 266
13. Understanding Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking
......Page 270
Conceptual Background
......Page 271
Study 1
......Page 273
Study 2
......Page 281
Study 3
......Page 284
General Discussion
......Page 286
References
......Page 288
The Changing Face of the Luxury Market and the Emergence of New Luxury
......Page 290
How Different is New Luxury from Old Luxury?
......Page 291
Review of the Extant Literature On Luxury Branding
......Page 292
Summary of the Extant Literature and Identification of Gaps for Future Research
......Page 295
Conclusions
......Page 299
References
......Page 300
PART IV. Psychological and Behavioral Effects of Strong Brand Relationships
......Page 304
A Central Role for Attitudes in Brand Relationships
......Page 306
Creating Strong Attitudes: The Elaboration Likelihood Model
......Page 310
The Role of Metacognition in Persuasion and Attitude Strength
......Page 315
Notes
......Page 320
References
......Page 321
Background
......Page 328
CARMAS Implications for Consideration Set Size 
......Page 342
Conclusion
......Page 344
Notes
......Page 345
References
......Page 346
17. The Connection-Prominence Attachment Model (CPAM): A Conceptual and Methodological Exploration of Brand Attachment
......Page 350
Theory and Hypothesis: Conceptual Properties of the Attachment Construct (and the CPAM Measure)
......Page 351
The CPAM Model and the Emotional Attachment Measure
......Page 353
Study 1: Item Generation and Selection
......Page 354
Study 2: Prominence Item Validation
......Page 357
Study 3: Test of Propositions
......Page 358
General Discussion
......Page 362
References
......Page 363
18. Love, Desire, and Identity: A Conditional Integration Theory of the Love of Things
......Page 365
Data Collection
......Page 366
Analysis and Results
......Page 367
Conclusion
......Page 376
References
......Page 378
19. Customer Coping in Response to Relationship Transgressions: An Attachment Theoretic Approach
......Page 381
Transgressions in Marketing
......Page 382
Attachment Theory
......Page 383
Conceptual Model
......Page 384
Overview of Study
......Page 387
Conclusions
......Page 391
References
......Page 395
PART V. Conclusions and Research Directions
......Page 400
20. Research Directions on Strong Brand Relationships
......Page 402
Brand Attachment and Brand Attitude Strength
......Page 404
Brand Attachment and Brand Commitment
......Page 405
Brand Attachment and Brand Love
......Page 406
Brand Attachment and Brand-Related Behaviors
......Page 407
The Limits of Marketing Activities in Creating Strong Brand Attachment
......Page 409
What Creates Brand Attachment ?
......Page 410
When and How does Brand Attachment Weaken
 or Terminate?......Page 411
References
......Page 414
About the Editors and Contributors
......Page 418
Name Index
......Page 428
Subject Index
......Page 440