Introduction -- Brand identity and brand image -- Brand associations -- Brand personality -- Brand authenticity -- Perceived brand differentiation -- Attitudes toward the brand -- Experiential consumption with brands -- Consumers' emotions toward the brand -- Attachment to the brand --...

Introduction -- Brand identity and brand image -- Brand associations -- Brand personality -- Brand authenticity -- Perceived brand differentiation -- Attitudes toward the brand -- Experiential consumption with brands -- Consumers' emotions toward the brand -- Attachment to the brand --...

"This book discusses the importance of understanding and implementing customer knowledge management and customer relationship management into everyday business workflows and highlighting the changes that the Internet and social media have brought to consumer behavior"--

"This book discusses the importance of understanding and implementing customer knowledge management and customer relationship management into everyday business workflows and highlighting the changes that the Internet and social media have brought to consumer behavior"--Provided by publisher.