Customer loyalty and brand management
| dc.contributor.author | Rubio, Natalia (editor) | |
| dc.contributor.author | Yagüe, María Jesús (editor) | |
| dc.date.issued | 2019 | |
| dc.identifier.isbn | 978-3-03921-336-8 | |
| dc.identifier.uri | https://thuvienso.hoasen.edu.vn/handle/123456789/11203 | |
| dc.description.abstract | This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others). | |
| dc.format | xi, 108 p. : ill. | |
| dc.language.iso | en | |
| dc.publisher | MDPI | |
| dc.relation.ispartofseries | Administrative sciences | |
| dc.subject | Branding (Marketing) | |
| dc.subject | Brand management | |
| dc.title | Customer loyalty and brand management | |
| dc.type | Book |