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 f
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Corporate Authors: | |
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Group Author: | ; ; ; |
Published: |
IGI Global,
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Publisher Address: | Hershey, Pa. : |
Publication Dates: | [2018] |
Literature type: | eBook |
Language: | English |
Series: |
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
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Subjects: | |
Online Access: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2921-7 |
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 f |
Carrier Form: | 32 PDFs (xviii, 366 pages). |
Bibliography: | Includes bibliographical references and index. |
ISBN: | 9781522529224 |
Access: | Restricted to subscribers or individual electronic text purchasers. |
Index Number: | HF5415 |
CLC: | F760.5 |
Contents: | Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional brand |