Slassi, Karam
June 2005
Brand Strategy;Jun2005, Issue 193, p40
Trade Publication
Reports on the study which found that the sensory experience of a brand offers enormous potential for building a strong relationship between consumers and brands. Assessment of the social role of brands; Citation of the four basic modes of consumer's relationship with brands; Factors affecting the preferences of consumers. INSET: Relationships with brands alter according to life stage.


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