Edited by Marc Fetscherin and Tobias Heilmann
Published by Palgrave Macmillan

www.consumer-brand-relationships.com

Brand relationships rule, by Marc Fetscherin & Tobias Heilmann

Part I: Love and Brand Relationships

–The role of brand love in consumer brand relationships, by Noel Albert & Dwight Merunka
–Will you defend your loved brand? Brand defense superseding advocacy, by Mansoor Javed, Sanjit Roy, & Bano Mansoor
–Evolution of luxury brand love intensity over time, by Gachoucha Kretz

Part II: Personality & Social Groups and Brand Relationships

–The role of product type and personality in brand love relationships, by Ronald Voorn, Sabrina Hegner, & Ad Pruyn
–The personality of brand lovers, by Philipp Rauschnabel, Aaron Ahuvia, Björn Ivens, & Alexander Leischnig
–The role of brands during kids snack time, by Valérie Hémar-Nicolas, Mathilde Gollety, Coralie Damay, & Pascale Ezan
–Characteristics of consumers’ brand relationships with hockey teams, by Samil Aledin

Part III: Measuring & Managing Brand Relationships

–A new consumer brand relationships framework based on grounded theory, by Sreejesh S. & Subhadip Roy
–Creating brand equity and brand relationships in the commodity market, by Antônio Santos Jr., Cid Gonçalves Filho, Euler Alves Brandão, & Gustavo Quiroga Souki
–Discovering and sustaining the brand-bond, by Ryan Barker & Jeffrey Peacock
–Measuring and managing brand love: The BERA platform, by Ryan Barker & Jeffrey Peacock

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