£83.00

OmniScriptum Le capital marque: mesures et modélisations: Une approche par la personnalité de la marque (Omn.Univ.Europ.)

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Last 71 days · 71 data points (no recent data)

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£83.00 £78.85 £80.51 £82.17 £83.83 £85.49 £87.15 26 April 2026 13 May 2026 31 May 2026 17 June 2026 05 July 2026

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71 days 0 18 36 53 71 £83 Days at Price

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Price levels: 1 different prices over 71 days

Description

Cet ouvrage s'inscrit dans le cadre des recherches sur les modèles explicatifs du comportement du consommateur face à la marque. L'originalité de cette démarche réside dans le fait d'élaborer un modèle intégrateur qui tient compte de la relation centrale impliquant l'effet des traits de personnalité de la marque sur le capital marque. La question de base que nous nous sommes posée au début de ce travail de recherche était de savoir si les associations symboliques et en particulier celles qui font appel à une forme d'humanisation de la marque auraient un effet significatif sur la valeur ajoutée de la marque aux yeux du consommateur. Or, il s'est avéré que pour mieux comprendre les effets des traits de personnalité de la marque sur l'évaluation de sa valeur, il était primordial à la fois de les comparer aux effets d'une autre forme d'associations (fonctionnelles) et de tenir compte des variables modératrices qui peuvent inhiber ou amplifier la force de cette relation.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
26 November 2010
Listed Since
29 November 2010

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