Revisiting the customer value proposition : the power of brand emotion
Baba Shiv; Antoine Bechara
| Year of publication: |
2010
|
|---|---|
| Authors: | Shiv, Baba ; Bechara, Antoine |
| Published in: |
Brands and brand management : contemporary research perspectives. - New York, NY [u.a.] : Routledge, ISBN 978-1-84169-759-8. - 2010, p. 189-206
|
| Subject: | Markenartikel | Brand | Wettbewerbsstrategie | Competitive strategy | Markenführung | Brand management | Emotion | Konsumentenverhalten | Consumer behaviour |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003941319