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

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Original language	English
Title of host publication	Cracking the Code: Leveraging Consumer Psychology to Drive Profitability
Editors	Steven S. Posavac
Place of Publication	New York
Publisher	M.E. Sharpe
Pages	159-180
ISBN (Electronic)	9780765629647
ISBN (Print)	9780765629654
Publication status	Published - 2012

Cite this

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title = "Brand experience: managerial applications of a new consumer-psychology concept",

author = "Brakus, \{J. Jo{\v s}ko\} and Schmitt, \{Bernd H.\} and Lia Zarantonello",

year = "2012",

language = "English",

isbn = "9780765629654",

pages = "159--180",

editor = "Posavac, \{Steven S.\}",

booktitle = "Cracking the Code: Leveraging Consumer Psychology to Drive Profitability",

publisher = "M.E. Sharpe",

}

TY - CHAP

T1 - Brand experience: managerial applications of a new consumer-psychology concept

AU - Brakus, J. Joško

AU - Schmitt, Bernd H.

AU - Zarantonello, Lia

PY - 2012

Y1 - 2012

M3 - Chapter

SN - 9780765629654

SP - 159

EP - 180

BT - Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

A2 - Posavac, Steven S.

PB - M.E. Sharpe

CY - New York

ER -