A new affinity measure based on the personality of brands and newspapers/magazine brands: a French Perspective

Pierre Valette-Florence (1) , Rita Valette-Florence (1)

1 CERAG - Centre d'études et de recherches appliquées à la gestion

The targets of advertising have been traditionally defined through socio-demographic criteria such as age, gender and social class. These criteria serve as a means primarily for reaching a brand's existing or potential customers as effectively as possible.....

Mots clés: new affinity measure based; the personality; brands; newspapers/magazine brands; a French Perspective

Domaines: Gestion et management

Pierre Valette-Florence, Rita Valette-Florence. A new affinity measure based on the personality of brands and newspapers/magazine brands: a French Perspective. 2012. ⟨halshs-00849796⟩