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Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity.
Brand awareness is related to the functions of brand identities in consumers’ memory and can be measured by how well the consumers can identify the brand under various conditions. [2] Brand awareness plays an important role in the consumer's purchasing decision-making process that tends to sustainable business growth and loyalty. Strong brand ...
Moving from step to step, the total number of prospects diminishes. This phenomenon is sometimes described as a " purchase funnel ". A relatively large number of potential purchasers become aware of a product or brand, and then a smaller subset becomes interested, with only a relatively small proportion moving through to the actual purchase.
Sketch of the Cynefin framework, by Edwin Stoop. The Cynefin framework (/ k ə ˈ n ɛ v ɪ n / kuh-NEV-in) [1] is a conceptual framework used to aid decision-making. [2] Created in 1999 by Dave Snowden when he worked for IBM Global Services, it has been described as a "sense-making device".
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Sales Funnel or Purchase Funnel: The sales or purchase funnel (sales from the seller's perspective and purchase from the buyer's perspective) guides potential customers through stages of awareness, interest, desire, and action, culminating in a purchase decision. It is a subset of full funnel marketing, centered specifically on the conversion ...
Specific brand names enter the consumer's consideration set based on the extent to which they satisfy the consumer's purchasing objectives and/or the salience or accessibility of the brand at the time of making the purchase decision. [29] By implication, brand names that are more memorable are more likely to be accessible.
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