Consumer-Brand Relationships : Theory and Practice (Hardcover)

Foreword (Kevin Lane Keller)  Introduction: The Why, How, and So What of Consumers’ Relationships with Their Brands (Marc Fetscherin, Michael Breazeale, Susan Fournier)  Part I: The "What" of Brand Relationships: Exploring Brand Relationship Varieties and Type  1. When is our Connection to Brands like our Connection to People?: Differentiating between Consumer-Brand Relationships and Interpersonal Relationships (Vanitha Swaminathan and Sara Loughran Dommer)  2. Exploring Relationship Analogues in the Brand Space (Felicia Miller, Susan Fournier and Chris Allen)  3. Motivations for the Brand Avoidance Relationship (Allyn White, Michael Breazeale and Cynthia Webster)  4. Brand Flings: When Great Brand Relationships Are Not Made to Last (Claudio Alvarez and Susan Fournier)  5. Examining Childhood Consumption Relationships (Paul M. Connell and Hope Jensen Schau)  6. Mental Accounting in Consumer-Brand Relationships (Pankaj Aggarwal and Maggie Wenjing Liu)  Part II: Understanding Consumer-Brand Relationship Bonds: Brand Love and Other Strength Indicators  7. Love Actually?: Measuring and Exploring Consumers’ Brand Love (Daniel Heinrich, Carmen-Maria Albrecht and Hans H. Bauer)  8. Brand Love: investigating two alternative love relationships (Marc Fetscherin and Mary Conway Dato-On)  9. Conceptualizing and Measuring Brand Relationship Quality (Manfred Bruhn, Falko Eichen, Karsten Hadwich and Sven Tuzovic)  10. Brand Forgiveness: How Close Brand Relationships Influence Forgiveness (Leigh Anne Novak Donovan, Deborah J. MacInnis, Joseph R. Priester and C. Whan Park)  11. Relationships Are Complicated: On Construct Validity when Consumer-Brand Relationships are Systems (Aaron Ahuvia)  Part III: How Goals and Identity Drive Consumers’ Relationships with their Brands  12. This Store Just Gets Me!: Customer Chemistry and its Role in Identity Construction (Michael Breazeale and Nicole Ponder)  13. The Transfer and Limitations of the Relationship Metaphor in Identity-Relevant Consumption Situations (Hazel Huang)  14. Teenagers’ Purposive Brand Relationships: From Social Filters to Shoulders to Lean On (Samil A. Aledin)  15. Brands Can Be like Friends: Goals and Interpersonal Motives Influence Attitudes toward Preferred Brands (Christopher Long, Philip Gable, Courtney Boerstler and Christina Albee)  Part IV: Managerial Applications of Consumer-Brand Relationship Ideas  16. Firing Your Best Customers: How smart firms destroy relationships using CRM (Jill Avery and Susan Fournier)  17. On the Complexity of Managing Brand in a Social Media World (Thomas Leigh and Scott Thompson)  18. Corporate Identity and its Reflective Effect in Developing Brand Relationships (Jean Suvjatis and Leslie de Chernatony)  19. Brand Humanity: Transforming the Business of Building Brands (Stephen Springfield and Padmini Sharma)  Final  Musings and Mediations: Where Do We Go from Here? (Michael Breazeale and Susan Fournier)