Emotional branding paradox

Zoe Lee, Michael Beverland

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Original languageEnglish
Title of host publicationGlobal Brand Conference, Academy of Marketing
Publication statusPublished - Jul 2014
Event9th Global Brand Conference of the Academy of Marketing - University of Hertfordshire, AL10 9AB, Hatfield, UK United Kingdom
Duration: 9 Apr 201411 Apr 2014

Conference

Conference9th Global Brand Conference of the Academy of Marketing
CountryUK United Kingdom
CityHatfield
Period9/04/1411/04/14

Cite this

Lee, Z., & Beverland, M. (2014). Emotional branding paradox. In Global Brand Conference, Academy of Marketing