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Brand Equity: Extending Brand Awareness and Liking with Signal Detection Theory
Brand equity, which is a central topic in modern marketing, may be assessed from three perspectives: customer mind set, product market outcomes and financial market outcomes. Brand awareness (memory) and brand liking are elements of customer mind set brand equity. The factors determining brand awareness and likeability are also determinants of the change in financial brand equity. In order to understand these factors, Signal Detection Theory is employed for finding the components of brand awareness and likeability. …
- Brand Equity: Extending Brand Awareness and Liking with Signal Detection Theory
- There Should Be a Complete Ban on the Advertising of Dangerous Products Like Cigarettes and Alcohol
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