Listar Especialización en Mercadeo Estratégico - EME por autor "Bernal Castillo, Viviana Karina"
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LOVEMARKS: The emotional attachment of loving a brand
Bernal Castillo, Viviana Karina (Especialización mercadeo estratégico, Colegio de Estudios Superiores de Administración - CESA, 2014)The purpose of this dissertation is to explore why consumers develop a deep emotional attachment towards luxury brands, since luxury brand consumers are considered to be the most loyal consumers in the world. This thesis ...