Building a Bullet-Proof Brand

Topics:
Brand Management
Tags:
Awareness,
Brand,
Branding,
Marketing
Source:
brandchannel

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Overview: The paper deals with a recently conducted qualitative study of decision makers who may make an online purchase for a business service. The research indicates that there may be a positive correlation between brands that enjoy a high level of awareness and their ability to withstand negative word of mouth compared to brands with low levels of awareness. The implication was manifest for companies that benefit from referral activity.

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Format: HTML | Pages: 2

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