Brand Strength: Building and Testing Models Based on Experiential Information (Forschungsgruppe Konsum und Verhalten)

By: Walser, Martin

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Martin G. Walser breaks with the well established "advertising paradigm," which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information," i.e. the consumers' experience with the brand, as a main source of brand strength.

Title: Brand Strength: Building and Testing Models Based on Experiential Information (Forschungsgruppe Konsum und Verhalten)

Author Name: Walser, Martin

Categories: Other,

Publisher: Deutscher Universitätsverlag:

ISBN Number: 3824479591

ISBN Number 13: 9783824479597

Binding: PAPERBACK

Book Condition: New

Seller ID: ING9783824479597

Description: 3824479591 Special order direct from the distributor