The Influence of Values on Consumer Behaviour: The value compass - Hardcover

Kostelijk, Erik

Hardcover

ISBN 10: 1138676470 ISBN 13: 9781138676473

Verlag: Routledge, 2016

Inhaltsangabe

This book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice.

Über diesen Titel

Über die Autorin bzw. den Autor

Erik Kostelijk is Senior Lecturer of Marketing at the International Business School of the University of Applied Sciences in Amsterdam, the Netherlands. Next to that, he works as Project Leader Research for Marklinq, the research institute of the Hanze University of Applied Sciences in Groningen, The Netherlands, and he has been engaged in teaching and research projects in a number of other countries, among which China, the USA, Lithuania, France, and Italy. By doing market research on image and market potential, he has advised many profit and not-for-profit organizations on their positioning strategy.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 1138676470
• ISBN 13: 9781138676473
• Einband: Tapa dura
• Auflage: 1
• Anzahl der Seiten: 240
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar