Call Us 080-41656200 (Mon-Sat: 10AM-8PM)
Free Shipping above Rs. 1499
Cash On Delivery*

Intimate Brand Relationships

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
Delivery in :  10-12 Business Days

 

Check Your Delivery Options

 
Rs. 5,886

Availability: In stock

 
  • Product Description
 

Helena M. Nobre presents here an academic work based on her doctoral thesis presented in 2009. This book focus in the symbolic meaning of consumer behavior and offers an explanation for the relationships consumers establish with brands in the mass marketing. Brand was considered as a partner in a dyadic relationship with the consumer. The application of a framework from intimate interpersonal relationships to explain consumer- brand relationships was examined. Findings indicated that brand personalities of Sincerity and Sophistication tend to facilitate loyal and stable relationships. On the other hand the personality of Excitement is associated with short term relationships of passion. Finally, a basic and user friendly framework for the development of a relationship brand strategy is presented.

Product Specifications
SKU :COC16259
AuthorHelena Nobre
LanguageEnglish
BindingPaperback
Number of Pages252
Publishing Year7/27/2010
ISBN978-3838376332
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-25 00:00:00