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Putting the person back in person-brands : understanding and managing the two-bodied brand

Fournier, Susan; Eckhardt, Giana M. - In: Journal of marketing research 56 (2019) 4, pp. 602-619

Persistent link: https://www.econbiz.de/10012177602

Brand architecture strategy and firm value : how leveraging, separating, and distancing the corporate brand affects risk and returns

Hsu, Liwu; Fournier, Susan; Srinivasan, Shuba - In: Journal of the Academy of Marketing Science 44 (2016) 2, pp. 261-280

Persistent link: https://www.econbiz.de/10011453234

Strong brands, strong relationships

Fournier, Susan (contributor); … - 2015

Persistent link: https://www.econbiz.de/10011297035

Consumer-brand relationships : theory and practice

Fournier, Susan (contributor) - 2012 - 1. publ.

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...