التفاصيل البيبلوغرافية
| العنوان: |
Why Consumers Rebel Against Slogans. |
| المؤلفون: |
Laran, Juliano1, Dalton, Amy N.2, Andrade, Eduardo B.3 |
| المصدر: |
Harvard Business Review. Nov2011, Vol. 89 Issue 11, p34-34. 3/4p. 1 Color Photograph. |
| مصطلحات موضوعية: |
*SLOGANS, *LOGOS (Symbols), *MARKETING, *CONSUMER research, CONSUMER behavior research |
| مستخلص: |
The article looks at consumer behavior, focusing on why consumers dislike the use of certain slogans in the marketing of various products. Studies are discussed which found that consumers are likely to spend less money on products with slogans intended to incite spending and are likely to spend more money on products with savings-related slogans. Information is also presented on the relationship between consumer behavior and the size of product logos. |
| قاعدة البيانات: |
Business Source Index |
