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What is Consumer Psychology of Brands Explained about?

This document discusses key concepts around brands and consumer behavior from Chapter 1 of the textbook "Strategic Brand Management". It defines what a brand is, how brands exist in the mind of consumers, and how they can influence perceptions. It also summarizes traditional models of consumer behavior and decision making. Additionally, it examines how consumer involvement, emotion, and low-involvement choices impact brand selection and the role of brands in these contexts. Figures are referenced throughout

Author

calmchandan

Language

EN