Editors MacInnis (business administration, U. of Southern California), Park (marketing, U. of Southern California) and Priester (marketing, U. of Southern California) have enlisted the help of well-known marketing and psychology scholars to present an integrated approach to brand relationships that focuses on lowered customer acquisition and retention costs and a novel set of metrics used to measure these techniques. Written for students and marketing professionals, this volume discusses the meaning of brand relationships in a psychological context and describes thoughtful and non-thoughtful processes that lead to meaningful connections between consumers and products. Contributors also discuss the ways in which brand relationships are built, repaired and leveraged through the extensions of these marketing techniques. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)