||||‘A scholarly and rigorous exploration into what drives consumer behaviour in relation to brands― provocatively dissected and evaluated by some of the most forward-thinking academics and practitioners in advertising and brand marketing today.
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed ac...
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