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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| Format: | Default Thesis |
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2017
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| Online Access: | https://hdl.handle.net/2134/27343 |
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