Foreword / Kevin Lane Keller Introduction: The why, how, and so what of consumers' relationships with their brands / Marc Fetscherin, Michael Breazeale, Susan Fournier Part I: The "What" of brand relationships: Exploring brand relationship varieties and type When is our connection to brands like our connection to people?: Differentiating between consumer-brand relationships and Interpersonal relationships / Vanitha Swaminathan and Sara Loughran Dommer Exploring relationship analogues in the brand space / Felicia Miller, Susan Fournier and Chris Allen Motivations for the brand avoidance relationship / Allyn White, Michael Breazeale and Cynthia Webster Brand flings: When great brand relationships are not made to last / Claudio Alvarez and Susan Fournier Examining childhood consumption relationships / Paul M. Connell and Hope Jensen Schau Mental accounting in consumer-brand relationships / Pankaj Aggarwal and Maggie Wenjing Liu Part II: Understanding consumer-brand relationship bonds: Brand love and other strength Indicators Love actually?: Measuring and exploring consumers' brand love / Daniel Heinrich, Carmen-Maria Albrecht and Hans H. Bauer
Brand love: investigating two alternative love relationships / Marc Fetscherin and Mary Conway Dato-On
Conceptualizing and measuring brand relationship quality / Sven Tuzovic
Brand forgiveness: how close brand relationships influence forgiveness / C. Whan Park
Relationships are complicated: on construct validity when consumer-brand relationships are systems / Aaron Ahuvia
pt. III How goals and identity drive consumers' relationships with their brands
This store just gets me! Customer chemistry and its role in identity construction / Nicole Ponder
The transfer and limitations of the relationship metaphor in identity-relevant consumption situations / Hazel H. Huang
Teenagers' purposive brand relationships: from social filters to shoulders to lean on / Samil A. Aledin
Brands can be like friends: goals and interpersonal motives influence attitudes toward preferred brands / Christina Albee
pt. IV Managerial applications of consumer-brand relationship ideas
Firing your best customers: how smart firms destroy relationships using CRM / Susan Fournier
On the complexity of managing brand relationships in a social media world / Scott A. Thompson
Corporate identity and its reflective effect in developing brand relationships / Leslie de Chernatony
Brand humanity: transforming the business of building brands / Padmini Sharma
Musings and meditations: Where do we go from here? / Susan Fournier.
