Titlebook: Consumer Happiness: Multiple Perspectives; Tanusree Dutta,Manas Kumar Mandal Book 2021 The Editor(s) (if applicable) and The Author(s), un

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https://doi.org/10.1007/978-3-642-88570-9ury. In this chapter, the author argues the thesis according to which the advertisements and branding directed “not more only on product/service, but also in the wider context of the identity of an institution, company, brand or product, or even further—to its very existence and transformation in ti

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https://doi.org/10.1007/978-3-642-88570-9customer base without harming profitability remains the most elusive. Advancements in behavioural economics have demonstrated that the economic choices of human beings may not always be necessarily rational. In fact, previous studies have shown that the assumption of rationality is overstated in eco

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