Identify an existing product or service that you use

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Reference no: EM132888210

Question: According to Alba and Hutchinson (1988), brand awareness precedes all other steps in the buying process. A brand attitude cannot be performed, unless a consumer is aware of the brand. In memory theory, brand awareness is positioned as a vital first step in building the bundle of associations which are attached to the brand in memory.

Identify an existing product or service that you use and analyze, in detail, the buying process that led you to purchase the product or service. Justify your answers with appropriate research and reasoning.

Reference Alba, J.W. and Hutchinson, J.W. (1988), "Dimensions of Consumer Expertise", Journal of Consumer Research, 13, March, pp. 411-454. Directions to student: The final paragraph (three or four sentences) of your initial post should summarize the one or two key points that you are making in your initial response.

You will be writing three or more discussion posts per week. Your main post must be two to three substantive paragraphs 150-200 total words and include at least two APA-formatted citations/references. Please follow up with two subsequent replies to colleagues. Each reply should consist of a relevant paragraph containing 100 words or more.

Reference no: EM132888210

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