Brand and automaticity

Doctoral thesis, Preprint OPEN
Liu, J. (2008)
  • Publisher: CentER, Center for Economic Research

A presumption of most consumer research is that consumers endeavor to maximize the utility of their choices and are in complete control of their purchasing and consumption behavior. However, everyday life experience suggests that many of our choices are not all that rea... View more
  • References (14)
    14 references, page 1 of 2

    Antecedents of Brand Typicality and Bi-directional Typicality Effects ................................... 18  Overview of the Studies ............................................................................................................ 23  Self-Construal, Self Expression, and Self-Brand Connection ................................................... 64  Mortality Salience and Effects on Brands ................................................................................. 97  General Discussion ..................................................................................................................  135  Interplay of Brand Attributes and Automaticity ...................................................................... 146  Influence on brand performance .............................................................................................. 148  Suggestions for Branding Strategies ....................................................................................... 149  Future Research .......................................................................................................................  151  Nederlandstalige Samenvatting (Dutch Summary) ........................................................ 155  Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press.

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