Handbook of brand relationships

Handbook of brand relationships

by C. Whan Park, Deborah J. MacInnis

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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].

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