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EnglishThe dissertation examines the relationships between brand experiences and retail settings from a consumer’s viewpoint. It seeks to investigate to what extent integrated experiences between brand manufacturers and retailers are needed and which degree of integrated experiences, retail environments, and multiple touch points of the brand or a lack thereof actually improves or deteriorates consumer buying intentions. The dissertation adopts qualitative and quantitative methods
| Titolo: | The Consumer Psychology of Brands and Experiences in the Changing Retail Landscape |
| Autori: | |
| Data di pubblicazione: | 4-mar-2016 |
| Citazione: | The Consumer Psychology of Brands and Experiences in the Changing Retail Landscape - Milano : Università degli studi di Milano. , 2016 Mar 04. ((28. ciclo |
| Abstract: | The dissertation examines the relationships between brand experiences and retail settings from a consumer’s viewpoint. It seeks to investigate to what extent integrated experiences between brand manufacturers and retailers are needed and which degree of integrated experiences, retail environments, and multiple touch points of the brand or a lack thereof actually improves or deteriorates consumer buying intentions. The dissertation adopts qualitative and quantitative methods |
| Handle: | http://hdl.handle.net/11390/1132878 |
| Appare nelle tipologie: | 8.2 Tesi di Dottorato (OpenUniud) |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| 10990_661_Dissertation.pdf | Tesi di dottorato | Non specificato | Open Access Visualizza/Apri |
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