Format:
1 online resource (283 pages)
Edition:
1st ed.
ISBN:
9780195150568
,
9780195348668
Content:
1. The Scope of Emotion in Marketing2. Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal3. Generating Emotion: Beliefs and Wishes4. Generating Emotion: Emotional Responses5. Predicting, Changing, and Influencing Emotional Responses6. Branding and Emotion7. Emotion in Building Brand EquityNotesIndex
Note:
Intro -- Contents -- 1 The Scope of Emotion in Marketing -- 2 Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal -- 3 Generating Emotion: Beliefs and Wishes -- 4 Generating Emotion: Emotional Responses -- 5 Predicting, Changing, and Influencing Emotional Responses -- 6 Branding and Emotion -- 7 Emotion in Building Brand Equity -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W.
Additional Edition:
Print version O'Shaughnessy, John The Marketing Power of Emotion Oxford : Oxford University Press, Incorporated,c2002 ISBN 9780195150568
Language:
English
Keywords:
Electronic books
URL:
FULL
((OIS Credentials Required))
