£54.94

Gabler Verlag Brand Attachment: Determinanten erfolgreicher Markenbeziehungen (Marken- und Produktmanagement)

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Description

Saskia Diehl zeigt, welchen Beitrag Sozialisationsfaktoren und psychologische Bindungsneigungen in Relation zu unternehmensseitig steuerbaren Treibern für den Erfolg emotionaler Markenbeziehungen leisten. Sie entwickelt marketingspezifische Verhaltensindikatoren für die Existenz von Brand Attachment in Markenbeziehungen und schafft so eine Grundlage für die Messung der emotionalen Verbundenheit zwischen Marken und Konsumenten.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
15 September 2009
Listed Since
23 March 2010

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