ISBN-13: 9781138489554 / Angielski / Miękka / 2018 / 200 str.
ISBN-13: 9781138489554 / Angielski / Miękka / 2018 / 200 str.
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.