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

• Main Authors: Goh, Sumi., Ng, Li Fen., Tay, Felicia Si Min.
• Other Authors: Marshall, Roger
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9645
• Institution: Nanyang Technological University

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...