Consumers’ behavior

Michel Chevalier and Gérald Mazzalovo

Chapter Chapter 7 in Pro Logo, 2004, pp 205-220 from Palgrave Macmillan

Abstract: Abstract The Rimbaud lines we’ve chosen as epigraph to this chapter are from a poem entitled, somewhat ironically, “To a reason.”1 Though their scope is much more universal, we feel they are something a brand manager should keep in mind. With their startling concision, they cast alarming doubt on the soundness of our motives, whatever they may be, and regardless of the act they may motivate.

Keywords: Purchase Intention; Social Progress; Store Brand; Brand Manager; Preceding Chapter (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50889-7_8

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DOI: 10.1057/9780230508897_8

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