haku: @author Restall, C. / yhteensä: 2
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Tekijä:Restall, C.
Gordon, W.
Otsikko:Brands - the missing link; understanding the emotional relationship
Lehti:Marketing and Research Today
1993 : MAY, VOL. 21, p. 59-67
Asiasana:BRANDS
PERCEPTION
MARKETING
Kieli:eng
Tiivistelmä:The authors first discuss the nature and characteristics of brands and the 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. The authors are also pursuing other areas, for example, the concept of "oughtness", i.e., compulsion , aspiration, rightness of fit for occasion or mood, and have already examined several new types of measurement.
SCIMA tietueen numero: 108654
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