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Brand diagnostics: Mapping branding effects using consumer associative networks

✍ Scribed by Geraldine R. Henderson; Dawn Iacobucci; Bobby J. Calder

Book ID
104339799
Publisher
Elsevier Science
Year
1998
Tongue
English
Weight
466 KB
Volume
111
Category
Article
ISSN
0377-2217

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## Abstract Retail is no longer simply a point of purchase, it has now become part of a brand's communications strategy. As brands begin to explore the benefits of the retail environment they are mostly failing to utilise fully its ability to communicate with all the senses. Sonic branding has yet