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Brand admiration : building a business people love / C Whan Park, Deborah J MacInnis, A B Eisingerich. Hoboken : Wiley, 2016xvii, 270 p. ; 23 cm."Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust
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