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Driving customer appeal through the use of emotional branding /

"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same...

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Bibliographic Details
Group Author: Garg, Ruchi, 1985 (Editor); Chhikara, Ritu (Editor); Panda, Tapan Kumar (Editor); Kataria, Aarti (Editor)
Published: IGI Global, Disseminator of Knowledge,
Publisher Address: Hershey, PA :
Publication Dates: [2018]
Literature type: Book
Language: English
Series: Advances in marketing, customer relationship management, and e-services AMCRMES book series, 2327-5502
Subjects:
Branding Marketing > Psychological aspects
Brand name products > Psychological aspects
Product management > Psychological aspects
Summary: "This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"--
Item Description: "Premier Reference Source"--cover.
Carrier Form: xviii, 366 pages : illustrations, forms ; 29 cm.
Bibliography: Includes bibliographical references (pages 312-357) and index.
ISBN: 9781522529217 (hardback) :
1522529217 (hardback)
Index Number: HF5415
CLC: F760.5-05
Call Number: F760.5-05/D782

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