A new affinity measure based on the personality of brands and newspapers/magazine brands: a French Perspective

Pierre Valette-Florence () and Rita Valette-Florence ()
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Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
Rita Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: The targets of advertising have been traditionally defined through socio-demographic criteria such as age, gender and social class. These criteria serve as a means primarily for reaching a brand's existing or potential customers as effectively as possible.....

Keywords: new affinity measure based; the personality; brands; newspapers/magazine brands; a French Perspective (search for similar items in EconPapers)
Date: 2012
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00849796v1
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Published in 2012

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