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Consumer-Brand Relationships

Consumer-Brand Relationships

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834938978
Condition
New
Product Description

Ein wesentliches Ziel des heutigen Marketing ist es, Marken nicht nur in den Kpfen von Konsumenten zu positionieren, sondern diese auch in den Herzen zu verankern. Die Praxis kommt dieser Herausforderung durch die Emotionalisierung von Consumer-Brand Relationships nach. Daniel Heinrich untersucht das Phnomen empirisch und legt offen, wie Unternehmen einen Return on Emotion erzielen knnen.

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