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Life events and brand preference changes

โœ 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

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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