Driving Customer Appeal Through the Use of Emotional Branding

Erscheinungsjahr 2017
ISBN: 978-1-5225-2921-7
Verlag: Business Science Reference

Buch, Englisch, 355 Seiten, Hardback, Format (B × H): 221 mm x 286 mm, Gewicht: 1243 g

Reihe: Advances in Marketing, Customer Relationship Management, and E-Services

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales.

Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Autoren/Hrsg.

Garg, Ruchi

Chhikara, Ritu

Panda, Tapan Kumar

Über Autor(innen)

Ruchi Garg, BML Munjal University, India.

Ritu Chhikara BML Munjal University, India.

Tapan Kumar Panda BML Munjal University, India.

Aarti Kataria Management Development Institute, India.