"Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book...

This chapter examines three key issues in developing and establishing strong brand relationships with its customers. The first issue addresses the concept of attachment as a distinctive higher order construct that bears critical implications for the enhancement of brand equity. The second key...

"Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book...