Romancing the brand how brands create strong, intimate relationships with customers
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resi...
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| Format: | eBook |
| Language: | Inglés |
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San Francisco, California :
Jossey-Bass
2014.
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| Edition: | First edition |
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| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627875806719 |
