Consumers learn a brand?s identity elements through direct experience when buying and using a brand, and indirect experience via advertising. This research looks at the relative effects of these experiences on the memory structures developed by brand users and nonusers, for four identity...

Consumer associations to brand attributes are a core part of Consumer Based Brand Equity (CBBE), and behavioural loyalty (buying frequency or share of wallet) is a key outcome ofCBBE. In this research, we test of the relationship between past behavioural loyalty and current brand associations....

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