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Using ValuesBased Research to Build a Unified Brand in a Diverse Marketplace

Using ValuesBased Research to Build a Unified Brand in a Diverse Marketplace This author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand loyalty within a lifestage instead of over a life time. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Advertising and Marketing to Children Emerald Publishing

Using ValuesBased Research to Build a Unified Brand in a Diverse Marketplace

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6676
DOI
10.1108/eb027646
Publisher site
See Article on Publisher Site

Abstract

This author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand loyalty within a lifestage instead of over a life time.

Journal

International Journal of Advertising and Marketing to ChildrenEmerald Publishing

Published: Mar 1, 2000

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