Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • 2015
  • Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery
  • Format:Print
  • | Pages:440
ShareBar

Abstract

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people's relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline.

A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice.

Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.

Keywords

Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry

Citation

Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
  • Find it at Harvard
  • Purchase

About The Author

Jill J. Avery

Marketing
→More Publications

More from the Authors

    • June 2022 (Revised August 2022)
    • Faculty Research

    Dollar Tree: Breaking the Buck

    By: Jill Avery and Marco Bertini
    • April 2022
    • Faculty Research

    Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

    By: Jill Avery
    • March 2022 (Revised July 2022)
    • Faculty Research

    Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

    By: Jill Avery
More from the Authors
  • Dollar Tree: Breaking the Buck By: Jill Avery and Marco Bertini
  • Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand By: Jill Avery
  • Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences By: Jill Avery
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College