Titlebook: Consumer Brand Relationships; Meaning, Measuring, Marc Fetscherin,Tobias Heilmann Book 2015 Palgrave Macmillan, a division of Macmillan Pu

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https://doi.org/10.1057/9781137427120brand; branding; commodity market; consumer; personality

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978-1-349-49101-8Palgrave Macmillan, a division of Macmillan Publishers Limited 2015

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Role of Brand Love in Consumer Brand RelationshipsFullerton, 2005) and brand identification (Escalas and Bettman, 2003). The brand relationship paradigm has been successful because of its relevance for understanding brand loyalty, conceptualized as long-lasting relationships with the brand that rely on deep, underlying feelings toward it (Fournier,

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Will You Defend Your Loved Brand?ansactions started to be replaced by a focus on relationships, and so the focus shifted from products to brands. Initially, the importance of relationships was recognized among the different marketing players, manufacturers, suppliers, distributors, and then somehow customers. But the real shift in