Brand Image and Evaluation Factors of Fashion Product Advertisement

Date
2013-01-01
Authors
Lee, Hyun-Jung
Lee, Ji-Yeon
Lee, Kyu-Hye
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Altmetrics
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Brand image is a collection of things related with brand that consumers have in the memory (Keller, 1993) and corporations are making much efforts to build a brand image and advertisement has been used as a major method to inform the brand image. Advertisement is communication message performed for the purpose of positively change the consumer’s emotion for corporations, brands and trademarks.

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