Defining and operationalising brand salience

Vieceli, Julian. 2007, Defining and operationalising brand salience, Ph.D. thesis, Deakin Business School, Deakin University.

Title Defining and operationalising brand salience
Author Vieceli, Julian.
Institution Deakin University
School Deakin Business School
Faculty Faculty of Business and Law
Degree name Ph.D.
Date submitted 2007
Keyword(s) Branding (Marketing)
Brand name products - Management
Brand choice - Research
Consumer behavior
Motivation research (Marketing)
Summary Consumers make decisions using the information that is available to them most readily. This thesis examined the determinants and consequences of top-of-mind consumer brand awareness for fast-moving consumer goods, services, and durables. The findings have implications for marketers with regard to the design of their brand communications.
Language eng
Description of original xv, 364 leaves ; 30 cm.
Dewey Decimal Classification 658.827
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