All you need is love - sustainable brand management

Ilan Lechter, Georgia Phillips and Michael Cramphorn

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.

All you need is love – sustainable brand management

Georgia Phillips and Spike CramphornChairman, Add+Impact International, Australia

Ilan LechterResearch Services International, Colombia

PREFACE

In the past, it was presumed that behaviour was conscious,...

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