Emotional Connections and Brand Disruption

This presentation takes the audience on a journey of discovery, following Schmidt’s quest to better understand how non-traditional brand relationship metrics (emotional connections) relate to traditional brand measures, business outcomes, and consumer responses to brand disruptions. Specifically, this is the story of how Schmidt sought to develop a way to measure emotional connections that is predictive of consumer perceptions and behavior.

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Location Name
Columbus Metropolitan Library
Address
96 S. Grant Avenue, Columbus, OH, 43215 US
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