1. Библиотека
  2. Журнал «Маркетинг и маркетинговые исследования»
  3. №3, 2007
  4. статья

Когда у хороших брендов наступают плохие времена (Часть 2) 
Аакер Д., Фурнье С., Брейзел С.

Темы:
БрендингКапитал бренда
Идентичность брендаПредложение ценности (выгоды для потребителя)
Отрасли:
Диджитал
Услуги и сервис
Ключевые слова: лонгитюдный эксперимент, отношения бренда и потребителя, трансгрессия, личность партнера

Аннотация

В статье приводятся результаты лонгитюдного полевого эксперимента по изучению эволюции взаимоотношений потребителей с брендом. Полученные данные указывают на динамическую природу личности бренда, повышенное внимание к ситуациям прерывания и особую роль договоров о взаимодействии, составленных разными брендами. Начало читайте в "Маркетинг и маркетинговые исследования", №2, 2007.

Журнал: «Маркетинг и маркетинговые исследования» — №3, 2007 (© Издательский дом Гребенников)
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Аакер Дженнифер

Адъюнкт-профессор маркетинга, Высшая бизнес-школа Стенфордского университета (г. Стенфорд, США).

Другие статьи автора 2

Фурнье Сьюзан

Приглашенный адъюнкт-профессор маркетинга, Дартмутский колледж (г. Ганновер, США).

Другие статьи автора 2

Брейзел С. Адам

Получает степень доктора философии, Высшая бизнес-школа Стенфордского университета (г. Стенфорд, США).

Другие статьи автора 2

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