TITLE

ONCE MORE WITH FEELING: WHY COMPANIES SHOULD TAKE A VALUES-BASED APPROACH TO BRAND RELATIONSHIP BUILDING

AUTHOR(S)
Hill, Dan
PUB. DATE
September 2007
SOURCE
Ivey Business Journal;Sep/Oct2007, Vol. 71 Issue 7, p1
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses how to use value-based approach in building brand-relationship. Value-laden approach places customer satisfaction at the center of business strategies. This approach capitalizes on emotional equity and goes beyond the factory-oriented mind set that focuses on technical variables. The use of magnetic resonance imaging to visualize brain activity and emotional responsiveness and its potential application in consumer research and product development are discussed.
ACCESSION #
27132863

 

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