Abstracts » Business, international

An affair of the heart, and mind

Article Abstract:

Just like television, radio, newspapers and magazines are media to transport a brand message, the consumerEs mind is also a medium that finally decides whether to buy or not. Eight forces act upon the mind after a brand message reaches it, including view of oneself, values and beliefs, aspirations, understanding, experience, imagination, functional needs, and image needs. Once a brand is accepted by the mind, it needs the approval of the heart. Thus, a combination of reason and emotion are the final clinchers.

Marketing, Management dynamics, Consumer Behavior, Psychological aspects, Management, Company business management, Consumer behaviour

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Don't sell your brand's soul

Article Abstract:

The unalterable essence of the brand that is soul incorporates the values of the company. Consumers will connect to brands that are true to themselves and therefore understanding a brand's "personality" can give advertisers an edge in brand management.

Product management, Brand name products, Brand names

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The eye of the heart

Article Abstract:

This report examines the role of critical consumer insight in building a marketing strategy.

Marketing Management, Administration of Marketing, Consumers

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