Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

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, resisting marketing gimmicks from competitors and influencing others to try the brand they love.

วันที่เผยแพร่ : Feb 05, 2018
สำนักพิมพ์ : Jossey-Bass; 1 edition (January 7, 2014)
จำนวนหน้า : 275 หน้า
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MARC Information

020 a : ISBN 
978-1118611289 
100 a : Author 
245 a : Title 
Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers 
300 a : Total pages 
275 
520 a : Description 
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, resisting marketing gimmicks from competitors and influencing others to try the brand they love. 

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