Consumers’ Preferences for the Four Lines

Gérald Mazzalovo

Chapter 11 in Brand Aesthetics, 2012, pp 183-205 from Palgrave Macmillan

Abstract: Abstract The dialectic, introduced in Chapter 5, that generates brand identity by integrating consumer’s perceptions to the intentions of the brand manager, requires that the interface created by brand manifestations be a ‘permeable membrane in both directions’. If the identity of a brand is the sum of all discourses related to it, it becomes essential to be constantly abreast of market perceptions and to assess the extent to which the three purposes of the aesthetic treatment of the manifestations are actually perceived.

Keywords: Consumer Preference; General Preference; Aesthetic Judgement; Paired Preference; Brand Manager (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1057/9781137025609_12

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