haku: @author Restall, C. / yhteensä: 2
viite: 1 / 2
« edellinen | seuraava »
| 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. |
« edellinen | seuraava »
SCIMA