Marketing (Fach) / Branding and Brand Management (Lektion)

Vorderseite 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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