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| Tekijä: | Lautman, M. |
| Otsikko: | End-Benefit Segmentation and Prototypical Bonding |
| Lehti: | Journal of Advertising Research
1991 : JUNE/JULY, VOL. 31, p.9-18 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER ATTITUDES MARKET RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | It is demonstrated how a key attribute of a spokesperson, their body shape,can be linked to a product as an end-benefit. Prototypical bonding is the process of associating a spokesperson's attributes, traits, or values to a product or service. The bonding process can be accomplished by either explicit or implicit reference to the desired attributes or values. |
SCIMA