Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer
Purpose – The purpose of this paper is to show how the analysis of brand associations can help to elaborate the cognitive position of a brand. The paper compares brand associations of Hungarian consumers in two product categories, automobiles and alcoholic drinks, in two datasets. Design/Methodolog...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2019-01-01
|
| Series: | Tržište |
| Online Access: | https://hrcak.srce.hr/file/323069 |