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Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer–brand relationship has been of great interest for marketers. Indeed, consumer–brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers’ relationships with brands.

By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer–brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer–brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.

To identify, conceptualize, and analyze a newly emerging form of consumer-initiated, brand-altering activity that we term “brand remixing.”

A content analysis of 92 remixes of the Nokia Lumia 820 smartphone case.

We find that nearly 40% of the remixed versions of Nokia’s case retained at least one element of its standard template. The remixed cases contained considerable congruency with the design elements in the standard template, a high degree of personalization, and no negative brand imagery.

Our research is the one of the first examinations of the role of 3D printing upon marketing activities. It has important implications for marketing scholarship by showing that 3D printing empowers consumers to physically alter the brands they consume. Our research also suggests that practitioners interested in using this technology to develop and enhance their brands should accept the notion that firms are no longer fully in control of their brand assets. Hence, we believe that brand managers should develop co-creation platforms that allow customers to easily modify, remix, and share various aspects of their brands with their peers.

We identify and label an important emerging branding practice (i.e., brand remixing). This practice has the potential to dramatically alter the branding landscape.

While the tourism sector is experiencing one of the worst crises in its history due to COVID-19, institutions and governments continue to try to minimize the effects. Social networks have become an indispensable tool for communications and product sales. This case study focuses on integrating the use of social networks for the tourism sector in order to contribute to the reconstruction of the territory of Andalusia. To achieve this goal, a multistage content analysis has been carried out. On the one hand, the metrics of the institution in charge of tourism in the region have been analyzed, and on the other hand, the same study has been carried out with the residents. From this comparison it is established that residents attract more comments and responses in their individual posts about Andalusia than those published by the Andalusian government entity. Therefore, the resident can become the influence of his territory and can contribute to attract tourists and to show the products that are offered in his region. This research provides the evidence for the institutions in charge of promoting tourism to take into account the resident as a dynamic agent in overcoming the consequences of the pandemic.

Toxic leadership is often studied from a leader-centric perspective, which focuses on the detrimental outcomes of leaders with destructive ideas and practices. In this chapter, we provide a global value chain (GVC) perspective, which accounts for effects of corporate leadership from inception of a product or service idea to its consumption across the value chain. In particular, we demonstrate how toxic leadership is sustained through an illusio, i.e., the allure of the often-charismatic leadership discourse, which is rendered unaccountable due to lack of global regulation of GVCs. This allows for global organizations and toxic leaders to exploit weaknesses in national-level regulation. Drawing on a netnographic study of toxic leadership in Amazon, we demonstrate how toxic leadership created the illusion of success while perpetuating toxicity and exploitation across their complex value chains internationally.

This chapter adds to emerging research exploring the construct of joy by drawing attention to the value of more loving stakeholder relationships. Relationship management research has focussed attention on the antecedents, outcomes and quality of an organization's relationships with various publics and stakeholders and has examined strategies that can nurture these relationships. However, not much of this research has addressed intimacy and passion in these relationships.

Accordingly, this chapter draws on the theory of brand love developed in relationship marketing research and the theory of love from psychological research to build a theoretical framework of organization–stakeholder love (OSL) that can be applied to organizational relationships with publics and stakeholders. An OSL framework switches emphasis from how organizations can attract stakeholder affection (e.g., love) towards organizations to how organizations can and should love their stakeholders. The proposition put forward in this chapter is that OSL can and should become a driving force behind organizations' interactions with stakeholders, thus contributing to ethical public relations practices.

OSL is important because it has the potential to contribute to addressing public relations' image problems (e.g., relating to terms such as spin and corporate greenwashing); it offers a new love orientation that guides organizations towards a focus on the primacy of stakeholder needs and values, which in turn may shape the way organizations initiate and manage relationships with stakeholders. This chapter concludes with practical ways to implement OSL and a research agenda suggesting ways OSL may open up new research opportunities in public relations.

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Brand equity has been highlighted as a crucial element in differentiating products and achieving competitive advantage. Recent studies reflect the gradual rise in interest in the importance of building brand equity linked to the store. However, empirical evidence about the antecedents of store brand equity is still scarce, particularly on the retailer’s corporate social responsibility behavior. This chapter aims to analyze the influence of the retailer’s commitment to sustainable development (RCSD) and the credibility of the retailer’s communications on the overall store brand equity. Focusing on two samples of hypermarket customers in France and Spain, the findings provide evidence on the importance of the RCSD regarding employees, society, and environment, as well as the effectiveness of credible communications to generate store brand equity. Results are consistent for France and Spain.