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Research papers

Consumption values and brand attachment

This paper presents an exploratory qualitative investigation which aims to clarify the types of relationships consumers have with familiar products and brands and the extent to which this familiar "brandscape" can arouse attachment behaviour. The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Benoit Heilbrunn
September 1, 1996
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Citation

Heilbrunn, B. (1996a, September 01). Consumption values and brand attachment. ANA - ESOMAR. Retrieved May 21, 2024, from


https://ana.esomar.org/documents/consumption-values-and-brand-attachment