Researching brand images: The nature and activation of brand representations in memory

Thesis

Cover

Titlepage

Table of contents

Executive summary

Summary

Introduction

1 The Inventory of Brand Representation Attributes (IBRA)

2 Memory & brands

3 Research on brand representations

4 First study on the establishment of brand representations

5 Second study on the establishment of brand representations

6 Results (I): Cue effect, context effect & brand representation structure differences

7 Results (II): Response evaluations & the prediction of brand attitude and purchase intention scores

8 Conclusion

References

List of tables, boxes and figures

Appendix I

Appendix II

Nederlandse samenvatting

Acknowledgements

Deze publicatie werd mogelijk gemaakt door de begunstigers van SWOCC

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