Brand happiness : the searching and finding of the "holy grail" of marketing
Year of publication: |
2017
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Authors: | Bruhn, Manfred ; Schnebelen, Stefanie |
Published in: |
Die Unternehmung : Swiss journal of business research and practice ; Organ der Schweizerischen Gesellschaft für Betriebswirtschaft (SGB). - Baden-Baden : Nomos, ISSN 0042-059X, ZDB-ID 204030-X. - Vol. 71.2017, 4, p. 464-490
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Subject: | brand behavior | brand happiness | brand management | brand goals | scale development | Zufriedenheit | Satisfaction | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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