Defining and operationalising brand salience
Data(s) |
01/01/2007
|
---|---|
Resumo |
Consumers make decisions using the information that is available to them most readily. This thesis examined the determinants and consequences of top-of-mind consumer brand awareness for fast-moving consumer goods, services, and durables. The findings have implications for marketers with regard to the design of their brand communications. |
Identificador | |
Idioma(s) |
eng |
Publicador |
Deakin University, Faculty of Business and Law, Deakin Business School |
Palavras-Chave | #Branding (Marketing) #Brand name products - Management #Brand choice - Research #Consumer behavior #Motivation research (Marketing) |
Tipo |
Thesis |