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The Influence of Values on Consumer Behaviour: The value compass
Hardcover
ISBN13: 9781138676473
Publisher: Routledge
Published: Aug 3 2016
Pages: 240
Weight: 1.05
Height: 0.70 Width: 6.20 Depth: 9.20
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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