Brand Strength: Building and Testing Models Based on Experiential Information (Forschungsgruppe Konsum und Verhalten)

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Martin G. Walser breaks with the well established “advertising paradigm”, which postulates that strong brands are above all the result of advertising. Instead, he focuses on “experiential information”, i.e. the consumers’ experience with the brand, as a main source of brand strength.Used Book in Good Condition

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