Britain's What's On Event Guide
Bright and Dark Side of Brands
A professorial inaugural lecture by Yuksel Ekinci, Professor of Marketing, University of Portsmouth.
Existing studies investigating the notion of consumer-brand relationships acknowledge its value for companies and consumers. Today, brand equity is one of the most valuable business assets as it has positive influences on consumer purchasing behaviour and firm performance. Despite recognising the positive effect of brands on consumer behaviour, little attention has been put on their dark side.
Existing studies investigating the notion of consumer-brand relationships acknowledge its value for companies and consumers. Today, brand equity is one of the most valuable business assets as it has positive influences on consumer purchasing behaviour and firm performance. Despite recognising the positive effect of brands on consumer behaviour, little attention has been put on their dark side.
Free of charge
University of Portsmouth
Portland Building
Portland Street
Portsmouth Hampshire PO1 3AH
Wed 23 Oct 2019
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University of Portsmouth
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