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Brand Strength: Building and Testing Models Based on Experiential Information (Forschungsgruppe Konsum und Verhalten), Walser, Martin
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Author Name:    Walser, Martin

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

Binding:   PAPERBACK

Book Condition:   New

Publisher:    Deutscher Universitätsverlag 

ISBN Number:   3824479591 / 9783824479597

Seller ID:   ING9783824479597

3824479591 Special order direct from the distributor

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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.



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