Brand experience: managerial applications of a new consumer-psychology concept

J.J. Brakus, B.H. Schmitt and L. Zarantonello
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L. Zarantonello: LEM - Lille - Economie et Management - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique

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Date: 2011
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Published in S. Posavac. Cracking the code : leveraging consumer psychology to drive profitability, M.E. Sharpe, New-York, 2011

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