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

• المؤلفون الرئيسيون: Goh, Sumi., Ng, Li Fen., Tay, Felicia Si Min.
• مؤلفون آخرون: Marshall, Roger
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/9645

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...