value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides …, it is necessary to propose a brand management strategy. A conceptual framework was developed by the authors as an … alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to …

: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury … Decision-Making -- Chapter 12: Consumer Behavior During a Brand Crisis -- PART 5 -- Consumer Behavior in the Future. …“In his new book, Eugene Chan finally unlocks the full potential of consumer psychology for marketing practice. Jargon …