The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes
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DOI: 10.1093/jcr/ucad046
Abstract: The continuous trinity model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding… read more here.
Keywords: brand associations; brand; learning processes; continuous trinity ... See more keywords