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Title: Learning about brands: a study of the changes in the nature of consumers’ brand associations over time.
Authors: Goh, Sumi.
Ng, Li Fen.
Tay, Felicia Si Min.
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2005
Abstract: Our focus is on whether adults’ learning is dominated by benefit/value information. Our research found that the nature of brand associations indeed change as a brand becomes established. Conclusions are then drawn about how marketers should monitor and promote appropriate features of their brand as their product becomes established.
Schools: Nanyang Business School 
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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