consumer perceives a brand as being congruent with or connected to the self. Finally, a third highlights that consumers can …

This chapter examines three key issues in developing and establishing strong brand relationships with its customers … implications for the enhancement of brand equity. The second key issue addresses how a brand may be able to create a meaningful … personal connection with its customers in order to create and establish brand attachment. Here, three different brand …

pt. 1. Fundamental issues in brand relationships -- pt. 2. Goals, needs, and motives that foster brand relationships … -- pt. 3. Brand meaning and meaning makers -- pt. 4. Psychological and behavioral effects of strong brand relationships …