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.

240 pages, 31 black & white tables, 22 black & white line drawings

Media	Books Hardcover Book (Book with hard spine and cover)
Released	August 3, 2016
ISBN13	9781138676473
Publishers	Taylor & Francis Ltd
Pages	240
Dimensions	256 × 165 × 19 mm · 500 g
Language	English

See all of Kostelijk, Erik (Amsterdam University of Applied Sciences, The Netherlands) ( e.g. Paperback Book and Hardcover Book )