Cognitive theory and Brand Name Development: The Effects of Imagery, Concreteness, Meaningfulness, an Alliteration

摘要

Advertising experts and marketing researchers constantly search for new and better ways to enhance the odds that customers will select specific products. Such initial purchase decisions can only be spurred if the consumer actually remembers the product or service. Repurchase decisions are also connected with the ability to recollect what product or service was secured in the first place.