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“Handbook of Brand Relationships”

Professor Shuili Du, Sankar Sen and C.B. Bhattacharya selected content “Building Brand Relationships through Corporate Social Responsibility”, is selected to appear in the publication “The Handbook of Brand Relationships” expected publication date June 2009.  The Handbook of Brand Relationships includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions.

 

Post Date: January 09, 2009 | Posted By: Nicole Herrick
Post Category: MBA
Professor Shuili Du, Sankar Sen and C.B. Bhattacharya selected content “Building Brand Relationships through Corporate Social Responsibility”, is selected to appear in the publication “The Handbook of Brand Relationships” expected publication date June 2009. The Handbook of Brand Relationships includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions.“Handbook of Brand Relationships”

 

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