Alreck, Pamela L.; Settle, Robert B. - In: Journal of Product & Brand Management 8 (1999) 2, pp. 130-144
single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines … six strategies for building that relationship: linking the brand to a particular need; associating it with a pleasant mood …; appealing to subconscious motives; conditioning buyers to prefer the brand through reward; penetrating perceptual and cognitive …