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Behavioral Aspects of Brand Management

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Brand is not only effective marketing tool. Brand is powerful multi structural socio-economic phenomenon, which combines traditional economic postulates and practices in the introjection of psychological and sociological characteristics of consumer. Traditionally, it is characterized by paradigmatic polarization, in which theories alternate by differently accentuating the need for econometric

Author(s): Jana Majerová, Martin Klepek, Anna Križanová, Michal Stoklasa
Publisher: Addleton Academic Publishers
Year: 2022

Language: English
Pages: 109
City: New York