Those campaigns attracted attention, but not necessarily the kind that would lead to either brand affinity or revenue.

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Social Media on the other hand is more about dialog and brand affinity.

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The Davie Brown Index looks at multiple attributes to determine a celebrity's ability to influence brand affinity and consumer purchase intent.

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And at least some of the ad tech folks are finding ways to quantify brand affinity and purchase intention in more precise ways.

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The former believe only measurability, mainly by clicks, can produce meaningful results in online advertising, while the latter quite reasonably still believe in the power of compelling ads to change brand affinity and buying intentions, often months down the road.

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This week, in conjunction with the start of the Consumer Electronics Show (CES) held in Las Vegas, Nevada, Brand Affinity Technologies (BAT) announced a partnership with the Consumer Electronics Association (CEA) to provide photo services at the CES via its various FanPhotos and Fantapper platforms.

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It is designed to build brand consideration and affinity, not sell a product or service.

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Whether this ultimately rings cash registers, or even raises brand awareness or affinity, remains to be seen.

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They had to have a true affinity towards the brand.

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Mayer says the franchise represents smart brand building and characters that people have an affinity to.

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