Marketing (Fach) / Branding and Brand Management (Lektion)
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The Theories behind Brand Associations
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1. Associative Network Theory:
to explain how consumers form brand associations in memory and recognize brands
2. Associative Memory:
Ability to learn and remember the relationship between unrelated items (such as the aroma of a particular perfume)
3. Classical Conditioning
= an important process for learning associations and thus forming associative memories
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