01 Jul Brand Insight 4.0
Brand Insights 4.0: An Effective Tool in the Hands of Brand Managers
By Steffen Schmidt, Frank Buckler, Nadine Hennigs, Matthias Rothensee, Levke Albertsen
A sophisticated Brand Insights 4.0 approach incorporating all elements of the analytical power of the stages 1.0 and 3.0 has the capability to improve the management decisions of brand managers effectively. In this article, the authors use Brand 4.0 Insights, combining implicit and explicit measures of customer perceived value (CPV) and brand love (BL) to explain brand attraction using Universal Structure Modeling.
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