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Full-Text Articles in Business
Quick Recap Of This Week's Biggest Customer Services News That Rocked Uk, Lissa Coffey
Quick Recap Of This Week's Biggest Customer Services News That Rocked Uk, Lissa Coffey
LissaCoffey
The Persuasive Aspect Of Brands, Kaylie A. West
The Persuasive Aspect Of Brands, Kaylie A. West
Williams Honors College, Honors Research Projects
This is a state-of-the-art review, which discusses the tactics and Theories that go into enhancing a brand’s persuasive ability, and discusses how corporations go about creating an influential and successful brand identity. With constant technological innovation and evolving buyer behavior, it is important for corporations to take into account the importance of constantly developing and enhancing their brand. In this review, there is a discussion of the differences between brand and brand image, the importance of congruence between the brand and the consumer, an overview of marketing and advertising communication, and the use of endorsements and celebrities to strengthen brand …