The Influences of Brand Awareness on Consumers’ Cognitive Process: An Event-Related Potentials Study
Brand awareness plays an important role in most aspects of marketing. However, consumers’ cognitive process of brand awareness, which plays an important role in purchase decision or product usage experiences, is still unclear in the brain. Using event-related potentials (ERPs), the influences of two...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2020-06-01
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| Series: | Frontiers in Neuroscience |
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| Online Access: | https://www.frontiersin.org/article/10.3389/fnins.2020.00549/full |