Symbolic and functional positioning of brands
Author:
Publisher
Emerald
Subject
Marketing,Business and International Management
Reference8 articles.
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3. The Functional Approach to the Study of Attitudes
4. Levy, S.J. (1959, “Symbols for sale”, Harvard Business Review, Vol. 37, July‐August, pp. 117‐19.
5. The role of affective choice mode in the consumer purchase of expressive products
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