Life events and brand preference changes
โ Scribed by Anil Mathur; George P. Moschis; Euehun Lee
- Publisher
- John Wiley and Sons
- Year
- 2003
- Tongue
- English
- Weight
- 119 KB
- Volume
- 3
- Category
- Article
- ISSN
- 1472-0817
- DOI
- 10.1002/cb.128
No coin nor oath required. For personal study only.
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## Summary This paper explores the outcome of the visual encoding of brands in meaningful sentences (i.e. in taglines) on brand name recognition and preference. In this paper, it is shown that, above and beyond the role of conceptual priming during encoding at increasing recognition memory, there i