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The handbook of brand management scales

Author: Lia Zarantonello; Véronique Pauwels-Delassus
Publisher: New York : Routledge, 2015.
Edition/Format:   eBook : Document : English : First editionView all editions and formats
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Genre/Form: Electronic books
Handbooks and manuals
Handbooks, manuals, etc
Additional Physical Format: Print version:
Zarantonello, Lia.
Handbook of brand management scales.
(DLC) 2015004069
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Lia Zarantonello; Véronique Pauwels-Delassus
ISBN: 1315813998 9781315813998
OCLC Number: 921132077
Description: 1 online resource
Contents: Introduction --
Brand identity and brand image --
Brand associations --
Brand personality --
Brand authenticity --
Perceived brand differentiation --
Attitudes toward the brand --
Experiential consumption with brands --
Consumers' emotions toward the brand --
Attachment to the brand --
Consumer-brand relationships --
Brand equity --
Brand orientation --
Consumer dispositions toward brands.
Responsibility: Lia Zarantonello and Véronique Pauwels-Delassus.

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`Brands are a magic and fascinating world. But so many studies, surveys and researches have been conducted on brands that travelling through the Brand world is a difficult journey. To find a path in Read more...

 
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