The link between consumer memory and brand choice : a comparison across two markets
The aim of this thesis is to clarify the link between consumer memory and brand choice, which is a seminal assumption of prominent marketing theories and brand management practises, such as Customer Based Brand Equity (CBBE; Keller, 1993, 2003). The aim is important for two reasons: (i) recent evide...
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Loughborough University
2017
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.727708 |