Learning about brands: a study of the changes in the nature of consumers’ brand associations over time.

Our focus is on whether adults’ learning is dominated by benefit/value information. Our research found that the nature of brand associations indeed change as a brand becomes established. Conclusions are then drawn about how marketers should monitor and promote appropriate features of their brand as...

Full description

Saved in:
Bibliographic Details
Main Authors: Goh, Sumi., Ng, Li Fen., Tay, Felicia Si Min.
Other Authors: Marshall, Roger
Format: Final Year Project
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/9645
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Nanyang Technological University
Description
Summary:Our focus is on whether adults’ learning is dominated by benefit/value information. Our research found that the nature of brand associations indeed change as a brand becomes established. Conclusions are then drawn about how marketers should monitor and promote appropriate features of their brand as their product becomes established.