Consumer Brand Relationships

1. Brand Relationships Rule
Marc Fetscherin, Tobias Heilmann

Part I. Love and Brand Relationships

2. Role of Brand Love in Consumer Brand Relationships
Noël Albert, Dwight Merunka

3. Will You Defend Your Loved Brand?
Mansoor Javed, Sanjit Roy, Bano Mansoor

4. Evolution of Luxury Brand Love Intensity over Time
Gachoucha Kretz

Part II. Personality and Social Groups, and Brand Relationships

5. Product Type and Personality in Brand Relationships
Ronald Voorn, Sabrina Hegner, Ad Pruyn

6. The Personality of Brand Lovers
Philipp Rauschnabel, Aaron Ahuvia, Björn Ivens, Alexander Leischnig

7. Role of Brands When Children Share Snacks
Valérie Hémar-Nicolas, Mathilde Gollety, Coralie Damay, Pascale Ezan

8. Brand Relationships with Hockey Teams
Samil A. Aledin

Part III. Measuring and Managing Brand Relationships

9. A New Consumer Brand Relationships Framework
S. Sreejesh, Subhadip Roy

10. Brand Relationships in the Commodity Market
Antônio Santos, Cid Gonçalves Filho, Euler Alves Brandão, Gustavo Quiroga Souki

11. Discovering and Sustaining the Brand Bond
Ryan Barker, Jeffrey Peacock

12. Measuring and Managing Brand Love: The BERA Platform
Ryan Barker, Jeffrey Peacock

Keywords: Business and Management, International Business, Business Strategy/Leadership, Marketing, Economics, general