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Brand Love is not Enough
A Theory of Consumer Brand Relationships in Practice
- Editore:
Taylor & Francis Ltd
- EAN:
9781138039827
- ISBN:
1138039829
- Pagine:
- 142
- Formato:
- Paperback
- Lingua:
- Inglese
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Descrizione Brand Love is not Enough
This trailblazing book introduces the concept of "brands’ attitude", filling the gap in our understanding of consumers’ brand purchasing and usage behavior. With real consumer data, examples, and cases, it is a must-read for every serious marketer and branding student.
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