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Publikováno v:
Journal of Brand Management. 27:355-375
Customers’ brand loyalty is a complex concept including cognitive, emotional, and behavioral dimensions. Most research on customers’ brand loyalty focuses on conditions (based on relative levels of loyalty, attitudes, and behaviors) or stages of
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::151f6594759cc7c09a18af7d60b86df0
https://doi.org/10.1057/s41262-019-00185-3
https://doi.org/10.1057/s41262-019-00185-3
Autor:
Marta Dapena Baron
Develop winning brand strategies by focusing your team on the key strategic choices that drive organizational growth and learning. This book presents a system of six practical choices that articulate exactly how to launch and grow brands. Big Picture
Marketing Management: The Big Picture organizes traditional Marketing Management theory and practice in a conceptually appealing way. The use of well-known examples and consumer commercials throughout the content ensures students will commit to memor