author: joeri van den bergh

... DAGMAR model , was formulated by Ehrenberg.16 He states that there is no evidence that consumers experience a strong desire or conviction before they purchase a product or a service . The traditional model is a conversion model , i.e. ...

Branding to Generation Y Joeri Van Den Bergh, Mattias Behrer. Brand. leverage: one. step. beyond. brand. equity. In our study, we linked the individual CRUSH scores of each favourite as well as non-favourite brand to the brand strength to ...

... Mota, Bethany 231–32 Mötley Crüe 117 Motörhead 117 Mountain Dew 110 Mr Bad Luck 189–90 MTV 40, 77, 78,90, 98, 162 ... Naked Run for Freedom 157 Nalu 63 narcissism 27, 27–30, 38–39 The Narcissism Epidemic (Twenge) 27, 134 Nash, Kate 28 ...

... global case study in a wide variety of industries , markets and countries ... Starbucks , Fortis , Nissan , Mars , Bacardi , Hyundai , Wash & Go , Corega ... fast - growing area . A new chapter on ethics in marketing communications has ...

... salesforce 473 consumer marketing 534 Recruiting and selecting Business buying behaviour and marketing the ... Summary 549 Summary 480 Review questions 550 Review questions 481 Further reading 550 Further reading 481 Case 18 : From Union ...