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  • 1
    Electronic Resource
    Electronic Resource
    The brand concept and Australian consumer behaviour texts: a review (1998)
    Bingley : Emerald
    The @journal of product & brand management 7 (1998), S. 568-573 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Review of books recently published on the topics of the brand concept and consumer behaviour. The review directly refers to the value of the books for marketing students. Highlights three US texts that have been specifically adapted to the Australian market. Asserts that the most extensively discussed brand-related topic is brand loyalty, but the quality of the discussion varies across the texts. Criticises certain practices, such as the tendency to use terms "brand" and "product" interchangeably and the oversimplication of the brand concept.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610429810244710
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