Using Values‐Based Research to Build a Unified Brand in a Diverse Marketplace

Autor:	Elizabeth Kehler
Rok vydání:	2000
Předmět:	Underpinning business.industry Brand awareness media_common.quotation_subject Life time Advertising Life stage Brand loyalty Brand management Loyalty Business Brand equity Marketing media_common
Zdroj:	International Journal of Advertising and Marketing to Children. 2:135-138
ISSN:	1464-6676
DOI:	10.1108/eb027646
Popis:	This author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand loyalty within a life‐stage instead of over a life time.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3dfb750157aba8866b5f17e59f9f74c5 https://doi.org/10.1108/eb027646 Zobrazit plný text záznamu