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Consumer-Brand Relationships
Konzeption, Messung Und Konsequenzen Emotionaler Markenbindung
Language
German
German
Book
Paperback
Ein wesentliches Ziel des heutigen Marketing ist es, Marken nicht nur in den Köpfen von Konsumenten...
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Libristo code: 01784273
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Ein wesentliches Ziel des heutigen Marketing ist es, Marken nicht nur in den Köpfen von Konsumenten zu positionieren, sondern diese auch in den Herzen zu verankern. Die Praxis kommt dieser Herausforderung durch die Emotionalisierung von Consumer-Brand Relationships nach. Daniel Heinrich untersucht das Phänomen empirisch und legt offen, wie Unternehmen einen Return on Emotion erzielen können.
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About the book
Full name
Consumer-Brand Relationships
Author
Daniel Heinrich
Language
German
German
Binding
Book - Paperback
Date of issue
2012
Number of pages
224
EAN
9783834938978
ISBN
3834938971
Libristo code
01784273
Publishers
Gabler Verlag
Weight
299
Dimensions
148 x 210 x 13
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