Brand experience: managerial applications of a new consumer psychology concept

J. Joskus Brakus, Bernd H. Schmitt, Lia Zarantonello

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationCracking the Code
Subtitle of host publicationLeveraging Consumer Psychology to Drive Profitability
EditorsS. S. Posavac
Place of PublicationNew York, U. S. A.
PublisherME Sharpe
Pages159-180
ISBN (Print)9780765629647
Publication statusPublished - 2012
Event29th Advertising & Consumer Psychology Conference - Vanderbilt University, USA United States
Duration: 21 May 201021 May 2010

Conference

Conference29th Advertising & Consumer Psychology Conference
CountryUSA United States
Period21/05/1021/05/10

Cite this

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2012). Brand experience: managerial applications of a new consumer psychology concept. In S. S. Posavac (Ed.), Cracking the Code: Leveraging Consumer Psychology to Drive Profitability (pp. 159-180). ME Sharpe.