Application of Emotional Branding Strategy in the Model Development of Sports Brand of The Bottled Water Market

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Marija Jankovic;
  • Publisher: Montenegrin Sports Academy and Faculty for Sport and Physical Education
  • Journal: Sport Mont (issn: 1451-7485, eissn: 2337-0351)
  • Publisher copyright policies & self-archiving
  • Subject: brand | strategy | sports brand | communication | Sports | GV557-1198.995

The new economy has brought new meaning to the brand, which is characterized by a brand, but also has a human touch, turning into an emotional brand. Alternative branding strategies put emphasis on brand experience in terms of emotional, holistic and socially responsibl... View more
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    Sport Mont via DOAJ-Articles (Article, 2017)
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