Does your brand hit the consumers' hot buttons?

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations.

Does Your Brand Hit the Consumers Hot Buttons?

Gilbert K.W. LeeResearch International, China

Nic HallResearch International, United Kingdom

BACKGROUND

The concept of a “global brand” can be dated back to the early 1980s. The prevalence of global...