£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 630 days • 630 data points (No recent data available)

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£83.00 £78.85 £80.51 £82.17 £83.83 £85.49 £87.15 09 June 2024 13 November 2024 19 April 2025 23 September 2025 28 February 2026

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630 days 0 158 315 473 630 £83 Days at Price

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Price levels: 1 different prices over 630 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

Barcode

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