haku: @freeterm WARENMARKE, WERBEPSYCHOLOGIE / yhteensä: 1
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Tekijä: | Restall, C. Gordon, W. |
Otsikko: | Brands and the missing link. Understanding the emotional relationship (Markenimage; Konsumentenverhalten) |
Lehti: | Marketing and Research Today
1993 : MAY, VOL. 21:2, p. 59-67 |
Asiasana: | |
Vapaa asiasana: | WARENMARKE, WERBEPSYCHOLOGIE |
Kieli: | eng |
Tiivistelmä: | The authors first discuss the nature and characteristics of brands and then go on to describe a 'toolkit' for measuring brands, illustrating by means of case histories how they believe that a holistic approach to data needs to be used with the ideal aim of replicating respondents' own mental processes through which they build their perceptions of a brand's characteristics. |
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