Research on consumer automatic-unconscious and strategic-cognitive processes in associating brands with evaluative attributes (i.e., best quality; best value; slowest service) offer valuable tools for marketers wanting to understand the primary associations (i.e., the drivers) a brand owns in the minds of customers. A few such drivers connect to the brand that the consumer identifies as her primary choice. With the research methods described in this book, advertising and marketing strategists also learn which, if any, consumers retrieve their brand automatically-unconsciously in connection for important evaluative attributes.
KeywordsSwitching Cost Consumer Research Customer Loyalty Brand Choice Evaluative Attribute
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