Abstract
Many people—particularly those outside marketing—often overestimate the importance of brands to their consumers. Brands do serve as important signals of quality, meaning, and value, but on a day-to-day basis, people rarely invest much time and thought in them. Brands become most important when people need to make a decision between alternatives, and this is when marketing can have one of its strongest effects.
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Notes
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© 2013 Nigel Hollis
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Hollis, N. (2013). How Brands Influence Purchase Decisions. In: Brand Premium. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-51038-9_2
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DOI: https://doi.org/10.1007/978-1-137-51038-9_2
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-137-27991-0
Online ISBN: 978-1-137-51038-9
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