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Brands, networks, communities: How brand names are wired in the mind

Brands can be defined as psychological constructs residing in our minds. By analyzing brand associations, we can study the mental constructs around them. In this paper, we study brands as parts of an associative network based on a word association database. We explore the communities–closely-knit gr...

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Detalles Bibliográficos
Autores principales: Kovács, László, Bóta, András, Hajdu, László, Krész, Miklós
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9409517/
https://www.ncbi.nlm.nih.gov/pubmed/36006965
http://dx.doi.org/10.1371/journal.pone.0273192

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