Consoli, Domenico - In: BRAND. Broad Research in Accounting, Negotiation, and … 1 (2010) 1, pp. 52-59
Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy that particular produc/service. Recent studies shown how purchasing choices and decisions are the result of a...