Jukic, Dinko; Dunkovic, Bozica - In: Interdisciplinary Management Research 6 (2010), pp. 751-763
Brand is a perceptual entity that has begun in its materialization, but is reflected into consumer perceptions so is subject to the laws of neuromarketing. The conflict that arises between consumer desires and goal producers overbridge the emotional branding. Emotional branding is based on the...