Brand experience : managerial applications of a new consumer psychology concept
Year of publication: |
2012
|
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Authors: | Brakus, J. Joško ; Schmitt, Bernd ; Zarantonello, Lia |
Published in: |
Cracking the code : leveraging consumer psychology to drive profitability. - Armonk, NY [u.a.] : M.E. Sharpe, ISBN 0-7656-2964-X. - 2012, p. 159-180
|
Subject: | Produktentwicklung | New product development | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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