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Consumer-Brand Relationships
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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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