How Brands Influence Purchase Decisions

  • Nigel Hollis


Many people—particularly those outside marketing—often overestimate the importance of brands to their consumers. Brands do serve as important signals of quality, meaning, and value, but on a day-to-day basis, people rarely invest much time and thought in them. Brands become most important when people need to make a decision between alternatives, and this is when marketing can have one of its strongest effects.


Purchase Decision Conscious Thought Double Jeopardy Effective Advertising Brand Association 


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Copyright information

© Nigel Hollis 2013

Authors and Affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

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