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Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. Featuring chapters by well-known marketing and psychology scholars, this is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects.

Brand choice. --- Branding (Marketing). --- Customer relations. --- Relationship marketing. --- Relationship marketing --- Brand choice --- Branding (Marketing) --- Customer relations --- Commerce --- Marketing & Sales --- Business & Economics --- Brand name products --- Brand preferences --- Marketing --- Business --- Public relations --- Consumer affairs departments --- Customer advisory boards --- Advertising --- Consumers' preferences --- Product strategy