Using relationship metaphors to understand and track brands
John Wittenbraker, Helen Zeitoun and Susan Fournier
| Year of publication: |
2015
|
|---|---|
| Authors: | Wittenbraker, John ; Zeitoun, Helen ; Fournier, Susan |
| Published in: |
Strong brands, strong relationships. - London : Routledge, ISBN 978-1-138-78683-7. - 2015, p. 360-375
|
| Subject: | Beziehungsmarketing | Relationship marketing | Emotion | Verhaltensökonomik | Behavioral economics | USA | United States | China | Spanien | Spain |
| Extent: | 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/10011316649