Blar i Doctoral dissertations 1953-1998 på forfatter "Supphellen, Magne"
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The Impact of anonymity in elicitation of brand associations : theoretical and empirical developments
Supphellen, Magne (Doctoral thesis, 1998)Effective brand management requires a thorough understanding of the consumer. In particular, managers need to know which associations consumers have for their brands. In this study, we address the role of anonymity in ...