Gestão da imagem: desenvolvendo um instrumento para a configuração da imagem de produto

Deonir De Toni and Maria Schuler

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2007, vol. 11, issue 4, 131-151

Abstract: The image consumers develop regarding a certain product influences their purchasing decision. It's through this image they will think about the product, during the purchasing decision process. To know in details the image certain public develops about a product is a Marketing researcher's ambition. This research validates a procedure regarding the generation of a powerful image configuration tool that is very easy to apply. To test the Products Image Configuration Technique - PICT, first the main ideas composing the Cellular Telephone image for a college students group were identified and organized. Than the adopted procedure's validity was tested. The procedure showed to be valid and reliable.

Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:abg:anprac:v:11:y:2007:i:4:556

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