Effects of Brand Name Exposure on Brand Choice: An Implicit Memory Perspective

• المؤلفون الرئيسيون: CHUNG, Seh-Woong, Szymanski, Katrin
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 1997
• الموضوعات: Marketing; Sales and Merchandising
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/1296; https://acrwebsite.org/volumes/7884/volumes/v24/NA-24

Drawing on the implicit memory framework, this study examines how exposures to brand names affect subsequent brand choices under different involvement conditions. Experimental results show that exposure modality (i.e., visual vs. auditory) affects brand choices more under low involvement than under...