Revisiting the customer value proposition : the power of brand emotion
Year of publication: |
2010
|
---|---|
Authors: | Shiv, Baba ; Bechara, Antoine |
Published in: |
Brands and brand management : contemporary research perspectives. - New York, NY [u.a.] : Routledge, ISBN 978-1-84169-759-8. - 2010, p. 189-206
|
Subject: | Markenartikel | Brand | Wettbewerbsstrategie | Competitive strategy | Markenführung | Brand management | Emotion | Konsumentenverhalten | Consumer behaviour |
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