BRAND AS INSTRUMENT TO ACHIEVEMENT CONSUMER GOALS

Author: Chief Assist. Atanas Luizov, Ph.D (Burgas Free University)

Keywords: brand, Means-End Chains approach, consumer goals

The article discusses how brand exist in consumer mind and Means-End Chains approach as a tool for analysis. We present a model which includes basic Means-End Chains model and the explicit and implicit consumer goals. 

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