Brand Love is not Enough Paperback

Max Blackston

How would you feel about a bank that handled all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same is true for your relationship with brands. In this trailblazing book, Blackston extends his theory on consumer brand relationships introduced in the 1990s. He introduces a new construct called

1138039829

9781138039827

English

Taylor And Francis Ltd

29 Mar 2018

142

Max Blackston is a founding partner at BlackBar Consulting, USA. He is a brand strategist, market researcher, and consumer psychologist with a long track record of innovation in the consumer sciences. His work, where he conceptualized the first original theory of consumer brand relationships, has gained wide recognition both in the academic world and by fellow practitioners, and has been published and reprinted in many countries.