Erik Kostelijk

Gebundenes Buch

The Influence of Values on Consumer Behaviour

The value compass

Beschreibung

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.

Autor

Erik Kostelijk is Senior Lecturer of Marketing at the International Business School of the University of Applied Sciences in Amsterdam, the Netherlands. Next to that, he works as Project Leader Research for Marklinq, the research institute of the Hanze University of Applied Sciences in Groningen, The Netherlands, and he has been engaged in teaching and research projects in a number of other countries, among which China, the USA, Lithuania, France, and Italy. By doing market research on image and market potential, he has advised many profit and not-for-profit organizations on their positioning strategy.

Produktdetails

• Verlag: Routledge
• Erscheinungstermin: 3. August 2016
• Englisch
• Abmessung: 240mm x 161mm x 18mm
• Gewicht: 529g
• ISBN-13: 9781138676473
• ISBN-10: 1138676470
• Artikelnr.: 45608239