Consumer Brand Relationships Meaning, Measuring, Managing

Marc Fetscherin is Associate Professor of International Business and Marketing at Rollins College, United States. Fetscherin is the founder and organizer of the International Consumer Brand Relationships (CBR) Conference which started in 2010 at Rollins College. This edited book contains a collection of the best papers originally presented at the 3rd CBR Conference held during September 26–28, 2013.
Based on scientific tools, he and his team measures, tests, and predicts company brand, product/service brand, employer brand, CEO brand, and place brand, develops and implements strategies for companies and states. Furthermore, he is Assistant Professor in Social and Business Psychology at the University of Zurich, Switzerland. He received his PhD in Business Psychology from the University of Zurich, Switzerland. He also holds a master's in Organizational Psychology from the University of Tubingen, Germany.