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...
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.
