Deborah J. MacInnis
Handbook of brand relationships
Deborah J. MacInnis, C. Whan Park · 2009
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Brand relationships are critical as they provide avenues for enhanced company profitability through the lowering of customer acquisition and retention costs. This book is the first academic book to take a psychological perspective on the meaning, foundations, and effects of brand relationships. It also identifies several novel metrics designed to measure various aspects of brand relationships.--[book cover].
Book details
- Year
- 2009
- Language
- English
- Publisher
- M.E. Sharpe
- Editions
- 7
- Pages
- 424
- ISBN
- 9780765623577
Data source: Wikidata