The Motivational Basis of Brand Choice: the Psycho-Emotional Aspect

The article is concerned with the analysis of motivational basis of brand choice in the psycho-emotional context. It is defined that any human activity is conditioned by the presence of certain motives. In marketing, in the context of consumption, a motive is to meet the needs of consumers. This art...

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Bibliographic Details
Main Author:	Boienko Olena Yu.
Format:	Article
Language:	English
Published:	Research Centre of Industrial Problems of Development of NAS of Ukraine 2019-03-01
Series:	Bìznes Inform
Subjects:	brand psycho-emotional aspect cognitive level consumer behavior price characteristic subjective risk
Online Access:	http://www.business-inform.net/export_pdf/business-inform-2019-3_0-pages-406_411.pdf

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