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Consumer Involvement in Oral Care Brands by ajay is a document available to read on EtoBox.

1. 41% of respondents expressed high involvement in oral care products while 59% expressed low to moderate involvement. 69% had strong cognitive beliefs about brands but only 53% had strong affective beliefs, showing functional benefits are communicated better than emotional ones. 2. Low category involvement can still result in strong brand attitude if the brand successfully establishes cognitive and affective associations that match key category drivers. This was seen particularly in segments focusing on

Author

ajay

Language

EN