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| What?s with all the hype ? a look at aspirational marketing |
| Our realities are about what we dream and would like it to be rather than what it is. Aspirational brand strategy is concerned with creating the dream and generating positive emotional reactions from emotional reactions from consumers (Hill 2010). An aspirational brand strategy tries to fit a product into consumers? attitudes and emotions so they will identify with the product. Aspirational brand strategy is based on the premise that emotions play an important role in our purchase decision making and that rationality in purchase decision making is fallacy (Mckee 2007). And this cannot be seen more clearly through the Chanels, Yves Saint Laurents, L?Oréals, and Hugo boss?s of this world. |
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| Autor |
| Prof. Dr. Murray Hunter |
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| Artikel | | Fachbereich | | Fachrichtung | | 2012 | | Betriebswirtschaftslehre | | Marketing |
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| Schlagwörter |
| Brand strategy, Hype, Marketing |
