Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication

@inproceedings{Macdonald2000BrandAE,
  title={Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication},
  author={Emma K. Macdonald and Byron Malcolm Sharp},
  year={2000}
}
This article is a replication of a study of Hoyer and Brown that used a keep the brand in the consumer’s consideration set—the set of brands to which a consumer gives serious attention when controlled experiment to examine the role of brand awareness in the consumer choice process. The replication used the same methods, but with making a purchase decision. Brand awareness has been argued to have important effects on consumer decision making by a different (but similar) product category, a… CONTINUE READING
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