Does mental availability matter in the digital age?

Research by Newsworks and research company house51 into the role of a brand's mental availability in e-commerce environments.

For many in the marketing world, Byron Sharp has become the touchstone for understanding shopping behaviour and relationship with brands.

“A brand's mental availability is its accessibility from memory across the range of situations and needs that buyers in that category encounter.” Jenni Romaniuk and Byron Sharp, .

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