Emotional Branding The shift in branding paradigm

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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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Bibliographic Details
Main Author:	Chan, Mei Yan
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2004
Online Access:	https://eprints.nottingham.ac.uk/24248/

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