Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers
(eAudiobook)

Book Cover
Average Rating
Published
Ascent Audio, 2021.
Format
eAudiobook
Status
Available Online

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Physical Description
7h 13m 0s
Language
English
ISBN
9781663702869

Syndetics Unbound

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Citations

APA Citation, 7th Edition (style guide)

Tim Halloran., Tim Halloran|AUTHOR., & Julie McKay|READER. (2021). Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers . Ascent Audio.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Tim Halloran, Tim Halloran|AUTHOR and Julie McKay|READER. 2021. Romancing the Brand: How Brands Create Strong, Intimate Relationships With Consumers. Ascent Audio.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Tim Halloran, Tim Halloran|AUTHOR and Julie McKay|READER. Romancing the Brand: How Brands Create Strong, Intimate Relationships With Consumers Ascent Audio, 2021.

MLA Citation, 9th Edition (style guide)

Tim Halloran, Tim Halloran|AUTHOR, and Julie McKay|READER. Romancing the Brand: How Brands Create Strong, Intimate Relationships With Consumers Ascent Audio, 2021.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.

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Grouped Work IDd5350884-f1e7-b55b-8c30-c6c685840ae8-eng
Full titleromancing the brand how brands create strong intimate relationships with consumers
Authorhalloran tim
Grouping Categorybook
Last Update2023-08-15 21:00:35PM
Last Indexed2024-03-27 05:02:28AM

Book Cover Information

Image Sourcehoopla
First LoadedAug 20, 2023
Last UsedAug 20, 2023

Hoopla Extract Information

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    [synopsis] => A couple camps overnight outside an Apple store to be the first to buy the new iPad. An insurance salesman tattoos a Harley Davidson logo on his ankle. A young woman claims her Diet Coke is like her boyfriend. Are they crazy? No, according to Tim Halloran. For years marketers assumed we make rational, economic decisions about the products and services we buy. But recent research and experience reveal that most of us make deep, emotional connections to brands much like we do with people, and those connections influence our actions and buying decisions. Just as we engage in relationships with people, we engage in relationships with brands. With some, we have wild, short-term flings. Others stay with us for a lifetime. Some brands offer us strictly utilitarian relationships, but with most, we feel something deeper. In some cases, we even fall in love with themor, in other cases, break up with brands when we feel betrayed or something better comes along. In ROMANCING THE BRAND, brand expert Tim Halloran argues that the goal of any marketer should be to engage in a deep, emotionally-connected relationship with their consumer target. Consumers who feel emotionally connected to brands will find more value in those brands, will be less susceptible to competitive marketing gimmicks, and have a greater chance of influencing others to also adopt a relationship with that brand. But while marketers are generally good at wooing customers to try their products, they stumble when it comes to keeping the relationship fresh in the long term that is, they fail to keep customers engaged. ROMANCING THE BRAND is the definitive guide to what any marketer needs to know about engaging in lasting intimate consumer relationship. By drawing on new research and interviews and sharing the stories of best-in-class consumer-brand relationships, Halloran takes the reader through the stages of a successful brand-consumer relationship and shares the tools that marketers need to connect consumers to brands in ways that go beyond the physical experience of consuming the product.
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