{"product_id":"intimate-brand-relationships-von-helena-nobre","title":"Intimate Brand Relationships","description":"\u003cp\u003eHelena M. Nobre presents here an academic work based  on her doctoral thesis presented in 2009. This book  focus in the symbolic meaning of consumer behavior  and offers an explanation for the relationships  consumers establish with brands in the mass  marketing. Brand was considered as a partner in a  dyadic relationship with the consumer. The  application of a framework from intimate  interpersonal relationships to explain consumer- brand relationships was examined. Findings indicated  that brand personalities of Sincerity and  Sophistication tend to facilitate loyal and stable  relationships. On the other hand the personality of  Excitement is associated with short term  relationships of passion. Finally, a basic and user  friendly framework for the development of a  relationship brand strategy is presented.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838376332\"\u003e\u003ch3\u003eFrom intimate interpersonal relationships to consumer-brand relationships\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838376332","offer_id":39499109695581,"sku":"9783838376332","price":79.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/6430bfd4-36c0-49d1-9b7c-8f6ab7ed27ff.jpg?v=1776316126","url":"https:\/\/shop.autorenwelt.de\/en\/products\/intimate-brand-relationships-von-helena-nobre","provider":"Autorenwelt Shop","version":"1.0","type":"link"}