: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury …“In his new book, Eugene Chan finally unlocks the full potential of consumer psychology for marketing practice. Jargon … modern consumers.”– François Carrillat, Professor of Marketing Department, Griffith Business School, Griffith University …

semiotics literature and through an engagement with the concept of brand image as formulated by key authors in the marketing …

. Muniz, Jr. -- Measuring brand equity: the marketing surplus and efficiency (MARKSURE)-based brand equity / C. Whan Park [and …