"GRASPED: Brand Attitude Formation and Change" delves into the vital processes of how brands are perceived and how these perceptions evolve over time. It adeptl

Written by two world-leading academics in the field of attitudes research, is a brand new textbook that gets to the very heart of this fascinating and far-reach

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious

Attitudes - cognitive representations of our evaluation of ourselves, other people, things, actions, events, ideas - and attitude change have been a central con

The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative mod