"This book is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding"--

Die bisherige Weiterempfehlungsforschung setzt bei der Beantwortung der Frage, warum Kunden ein Unternehmen oder das Produkt bzw. die Dienstleistung weiterempfehlen, vornehmlich auf das Konstrukt der Zufriedenheit. Dieses Buch nimmt diese Betrachtung ebenfalls auf, erweitert diese jedoch. Als...

'This work is not an easy read, for all the right reasons. The authors stay well away from stylised facts, instead providing a rigorous assessment that gives readers a more informed and textured understanding of key drivers of China's food consumption. Beyond academics, commercial firms and...

'There have been some exciting developments in choice modeling, but much of this work is only accessible to those attending conferences like the International Choice Modeling Conference where researchers from many different fields can share their work. This Handbook brings the best of this new...