Driving customer appeal through the use of emotional branding

"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same...

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Bibliographic Details
Other Authors Garg, Ruchi, 1985- (Editor), Chhikara, Ritu (Editor), Panda, Tapan K. (Editor), Kataria, Aarti (Editor)
Format Electronic eBook
LanguageEnglish
Published Hershey, PA : IGI Global, Disseminator of Knowledge, [2018]
SeriesAdvances in marketing, customer relationship management, and e-services (AMCRMES) book series.
Subjects
produktový management > psychologické aspekty
řízení značky > psychologické aspekty
spotřebitelské chování
product management > psychological aspects
brand management > psychological aspects
consumer behavior
elektronické knihy
sborníky
electronic books
papers of several authors
Online AccessFull text
ISBN9781522529217
9781522529224
ISSN2327-5529
Physical Description1 online zdroj (xviii, 366 stran) : ilustrace

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Summary:"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"- Resumé vydavatel
Bibliography:Obsahuje bibliografické odkazy a index.
ISBN:9781522529217
9781522529224
ISSN:2327-5529
Access:Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity
Physical Description:1 online zdroj (xviii, 366 stran) : ilustrace

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