Abstract Interaction between business and customers is one of the key methods to establish the brand. However, data based on investigation shows that there are great differences in the perception of attitude, content, behavior and evaluation in the interaction of brand between business and customers, thus hinders the effectiveness of the brand. To narrow the perceptual gap between business and customers in the interaction of brand, as the present paper holds, business and customers must conduct reasonable and effective positioning of their perspective roles and behaviors.
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Received: 07 December 2006
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