Emotional Branding The shift in branding paradigm
An extensive amount of academic papers have acknowledged that consumers’ decision making process involves not only tangible but also intangible attributes (Copeland, 1925; Sharitt, 1992; Paul & Olson, 1994; Antonides & Raaij, 1998; Aakar, 1991; Kotler, 1996; Zaltman, 2003) However, the power...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2004
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| Online Access: | https://eprints.nottingham.ac.uk/24248/ |