Handbook on Brand and Experience Management
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Handbook on Brand and Experience Management

Edited by Bernd H. Schmitt and David L. Rogers

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.
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Chapter 1: Brand Attachment and a Strategic Brand Exemplar

C. Whan Park, Deborah J. MacInnis and Joseph Priester


C. Whan Park, Deborah J. MacInnis and Joseph Priester BRAND ATTACHMENT AND MANAGEMENT OF A STRATEGIC BRAND EXEMPLAR Despite years of research, debate still rages over the meaning, boundaries and measures of brand equity. This lack of consensus is reflected in the numerous measures and theoretical perspectives (for example, customer-based, product market-based, and financial marketplace-based) that underlie the brand equity construct (see, for example, Ailawadi et al., 2003). For example, a consensus has not emerged on whether brand equity refers to the value of a brand name or the value of a brand which is denoted by a brand name. Such lack of definitional clarity has serious measurement implications as different definitions of the term ‘brand equity’ would clearly imply different measures. For example, the net difference approach between a target brand and a fictitious/generic/private label brand reflects the value of a brand name, not the value of a brand. Lack of clarity notwithstanding, a consensus does seem to emerge regarding the notion that strong brand equity is contingent on a powerful relationship between the customer and the brand. In the context described here, the term ‘brand’ is used broadly to refer to a branded product (for example, Diet Coke), service (for example, UPS), retailer (for example, Gap Kids), company (for example, IBM), person (for example, a politician, celebrity), organization (for example, the Boy Scouts), group (for example, a sports team), or place (for example, a city brand). As Figure 1.1 shows, brand...

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