A study to indicate the importance of brand awareness in brand choice - A cultural perspective
According to theory, consumers choose a brand they recognise, before an unfamiliar brand in an unknown environment. If the consumers do not choose according to theories, what are the factors that have a greater affect on the buying behaviour? There is not so much research about the effect of brand...
| Main Authors: | , , |
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| Format: | Others |
| Language: | English |
| Published: |
Högskolan Kristianstad, Institutionen för ekonomi
2006
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-3501 |