Proposal of a method to identify recall ability and brand associations

Masao Ueda

The purpose of this research is to develop a method to identify the ability to recall brand association and clarify which brand association is able to discriminate the recall ability.

Introduction

To maintain brand power, a brand manager needs consumers to have a good brand image for a long time. Due to the diffusion of smartphones, high-speed Internet communication networks, and social media, the brand manager can obtain effective tools to co

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