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 Persistent URL http://hdl.handle.net/10536/DRO/DU:30027183 Document type: Thesis Collections: Faculty of Business and Law Deakin Graduate School of Business Higher degree theses (citation only)   Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Thu, 01 Apr 2010, 15:54:42 EST Fri, 11 Mar 2011, 10:46:04 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 360 Abstract Views  -  Detailed Statistics Created: Thu, 01 Apr 2010, 15:54:42 EST

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