Driving customer appeal through the use of emotional branding

Ruchi Garg (BML Munjal University, India), Ritu Chhikara (BML Munjal University, India), Tapan Kumar Panda (BML Munjal University, India), Aarti Kataria (Management Development Institute, India)

"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"--

MoreLess

Year of publication:	[2018]
Other Persons:	Garg, Ruchi (ed.) ; Chhikara, Ritu (ed.) ; Panda, Tapan Kumar (ed.) ; Kataria, Aarti (ed.)
Publisher:	Hershey, PA, USA : IGI Global, Business Science Reference
Subject:	Emotionale Werbung \| Emotional branding \| Markenführung \| Brand management \| Beziehungsmarketing \| Relationship marketing \| Marketingmanagement \| Marketing management
Description of contents:	Table of Contents [gbv.de]

Check Google Scholar |

More access options

In libraries world-wide (WorldCat)

In German libraries (KVK)

subito order

I need help

Extent:	xviii, 366 Seiten Illustrationen 29 cm
Series:	Advances in marketing, customer relationship management, and E-services (AMCRMES) book series Premier reference source
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Sammelwerk ; Collection of articles of several authors
Language:	English
Notes:	Includes bibliographical references (pages 312-357) and index
ISBN:	978-1-5225-2921-7 ; 978-1-5225-2922-4
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011672050