Hill, Dan
September 2007
Ivey Business Journal;Sep/Oct2007, Vol. 71 Issue 7, p1
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.


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