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The Influence of Values on Consumer Behaviour: The value compass
Paperback
ISBN13: 9781138489554
Publisher: Routledge
Published: Jan 22 2018
Pages: 240
Weight: 0.75
Height: 0.51 Width: 6.14 Depth: 9.21
Language: English
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.
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