haku: @author Gordon, W. / yhteensä: 7
viite: 5 / 7
| 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. |
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