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Consumer-brand relationships : theory and practice
Fournier, Susan (ed.) - 2012
"The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and...
Persistent link: https://www.econbiz.de/10009728942
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Strong brands, strong relationships
Fournier, Susan (contributor);  … - 2015
Persistent link: https://www.econbiz.de/10011297035
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Getting brand communities right
Fournier, Susan; Lee, Lara - In: Harvard business review : HBR 87 (2009) 4, pp. 105-111
Persistent link: https://www.econbiz.de/10003847347
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A consumer-brand relationship framework for strategic brand management
Fournier, Susan - 1994
Persistent link: https://www.econbiz.de/10003463944
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Lessons learned about consumers' relationships with their brands
Fournier, Susan - In: Handbook of brand relationships, (pp. 5-23). 2009
Persistent link: https://www.econbiz.de/10003915468
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Consumers and their brands : developing relationship theory in consumer research
Fournier, Susan - 2010
Persistent link: https://www.econbiz.de/10003924377
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Can advanced technology affect customer-based brand equity in service firms? : an empirical study in upscale hotels
Šerić, Maja; Gil Saura, Irene; Mollá Descals, Alejandro - In: Journal of service theory and practice : JSTP 26 (2016) 1, pp. 2-27
Persistent link: https://www.econbiz.de/10011421818
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Loyalty in high-quality hotels of Croatia : from marketing initiatives to customer brand loyalty creation
Šerić, Maja; Gil Saura, Irene; Mollá Descals, Alejandro - In: Journal of relationship marketing : innovations & … 12 (2013) 2, pp. 114-140
Persistent link: https://www.econbiz.de/10009774824
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How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? : evidence from the hospitality industry
Šerić, Maja; Gil Saura, Irene; Ruiz-Molina, María Eugenia - In: International journal of hospitality management 39 (2014), pp. 144-156
Persistent link: https://www.econbiz.de/10010389390
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Doing relationship work : a theory of change in consumer-brand relationships
Alvarez, Claudio; Brick, Danielle J.; Fournier, Susan - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 610-632
Persistent link: https://www.econbiz.de/10012799024