{"product_id":"handbook-of-brand-relationships-deborah-j-macinnis-9780765623577","title":"Handbook of Brand Relationships","description":"Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. \"The Handbook of Brand Relationships\" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Deborah J. Macinnis,C. Whan Park,Joseph W. Priester\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0765623579\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780765623577\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Routledge\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/15\/2009\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 446\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 2.16lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 10.00h x 7.10w x 1.10d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 01\/01\/2010\u003cbr\u003e\u003ci\u003eReference and Research Bk News\u003c\/i\u003e 11\/01\/2009 pg. 122","brand":"Deborah J. Macinnis","offers":[{"title":"Hardcover","offer_id":48086839197951,"sku":"9780765623577","price":250.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_3993363d-9fab-486c-8ff4-a6d5803ee1ca.jpg?v=1769096879","url":"https:\/\/www.whiterainbookhouse.com\/products\/handbook-of-brand-relationships-deborah-j-macinnis-9780765623577","provider":"WR Book House","version":"1.0","type":"link"}