Brand Strength: Building and Testing Models Based on Experiential Information - Forschungsgruppe Konsum und Verhalten - Martin Walser - Books - Deutscher Universitats-Verlag - 9783824479597 - January 29, 2004
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Brand Strength: Building and Testing Models Based on Experiential Information - Forschungsgruppe Konsum und Verhalten Softcover reprint of the original 1st ed. 2004 edition

Martin Walser

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Brand Strength: Building and Testing Models Based on Experiential Information - Forschungsgruppe Konsum und Verhalten Softcover reprint of the original 1st ed. 2004 edition

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.

328 pages, 4 black & white illustrations, 26 black & white tables, biography

Media Books     Paperback Book   (Book with soft cover and glued back)
Released January 29, 2004
ISBN13 9783824479597
Publishers Deutscher Universitats-Verlag
Pages 309
Dimensions 148 × 210 × 17 mm   ·   390 g
Language German  
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