Consumer Brand Relationships ― Meaning, Measuring, Managing

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. Specifically, the book discusses what brand relationship means and how to measure and manage brand relationships. This edited collection compiles eleven chapters written by leading experts and provides an important contribution to a better understanding of brand relationships.

The chapters are grouped into three parts: Part I focuses on the love concept and brand relationships. Topics discussed are the relationships between brand trust and brand love, brand identification and brand love, brand love and brand commitment, brand love and word of mouth, brand defense, brand advocacy, and brand love life cycle or brand love over time. Part II focuses on personality and social groups, and brand relationships. Specifically, it discussed how personality and interpersonal relationships influence brand relationships, as well as brand relationships for different consumers segments such as children and fans and their relationships to brands. Part III discusses how to manage and measure brand relationships. In particular, one chapter presents a new framework of Consumer Brand Relationships and presents four main brand relationships stages: relationship establishment, relationship augmentation, relationship maintenance and relationship outcome. The last two chapters discuss in great detail BERA Brand Management platform. BERA delivers a real-time assessment of over 4,000 brands across 200 categories via the Brand Equity Relationship Assessment (BERA) platform.

Marc Fetscherin is Associate Professor of Marketing at Rollins College, USA. He is the founder and organizer of the International Consumer Brand Relationships (CBR) Conference which started in 2010 at Rollins College. He received his PhD from the University of Bern, Switzerland and holds two master's degrees, one from the University of Lausanne, Hautes Etudes Commerciales, Switzerland and the other from London School of Economics and Political Science, UK. He has published three books and his articles have appeared in peer-reviewed journals such as Management International Review, International Business Review, Thunderbird International Business Review, International Marketing Review, European Journal of Marketing and others.
For more information, visit www.fetscherin.com.

Tobias Heilmann is CEO of campaignfit ltd., Switzerland, a consulting company specialized on empirical brand consulting. Based on scientific tools, he and his team measures, tests and predicts company brand, product/service brand, employer brand, CEO brand and place brand, develops and implements strategies for companies and states. Furthermore, he is an Assistant Professor in Social and Business Psychology at the University of Zurich, Switzerland. He received his Ph.D. in Business Psychology from the University of Zurich and holds a MA in Organizational Psychology from the University of Tubingen, Germany.