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The Role of the Consumer in Image Building

WILLIAM H. REYNOLDS
California Management Review
Vol. 7, No. 3 (SPRING 1965), pp. 69-76
DOI: 10.2307/41165634
Stable URL: http://www.jstor.org/stable/41165634
Page Count: 8
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Abstract

Brand images are created by consumers on the basis of inferences drawn from salient elements in the total communications mix of a marketer. The psychological processes involved are relatively well understood and can be used with profit in controlling images.

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