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Creating and Activating Brand Meaning in Consumer Decisions

By earthyflavorance on Nov 06, 2012 06:49 pm

By: Anthony Grimes, Rob Barker and David Elliott Posted: November 6, 2012 Editor's note: This article was originally presented at Making Cosmetics in Birmingham, U.K., March 28–29, 2012, as a paper titled "Creating and activating brand meaning in consumer decisions: Integrating critical brand stimuli through-the-line." If consumers aren't making decisions based on POP marketing, the ...
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