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Brand Love is not Enough: A Theory of Consumer Brand Relationships in Practice
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(Buch) |
Dieser Artikel gilt, aufgrund seiner Grösse, beim Versand als 3 Artikel!
Inhalt: |
This trailblazing book introduces the concept of "brands' attitude", filling the gap in our understanding of consumers' brand purchasing and usage behavior. With real consumer data, examples, and cases, it is a must-read for every serious marketer and branding student. |
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