The Role of the Consumer in Image Building
California Management ReviewPublished 1 April 1965
William H. Reynolds
Citations217
SJR quartileQ1
SJR score2.42
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Abstract
Brand images are created by consumers on the basis of inferences drawn from salient elements in the total communications mix of a marketer. The psychological processes involved are relatively well understood and can be used with profit in controlling images.
Keywords
Business, Management and Accounting