Experiencing the sense of the brand : the mining, processing and application of brand data through sensory brand experiences
Dongmei Zha, Pantea Foroudi, T.C. Melewar and Zhongqi Jin
| Year of publication: |
2022
|
|---|---|
| Authors: | Zha, Dongmei ; Foroudi, Pantea ; Melewar, T. C. ; Jin, Zhongqi |
| Subject: | Brand setting | Consumer–Brand relationships | Experiential marketing | Sensory Brand experience | Sensory marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Event-Marketing | Event marketing | Marketing | Marketingmanagement | Marketing management | Wahrnehmung | Perception | Markenimage | Brand image | Markentreue | Brand loyalty | Beziehungsmarketing | Relationship marketing |
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