Predicting brand decisions through emotional engagement

Date of publication: September 18, 2011

Abstract:

This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Interpretation will be a key aspect in this methodological proposal.

Rafal Ohme

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Cristina De Balanzó

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Henk Eising

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Research Papers

Research Papers

Research Papers

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