search query: @author Heath, R. / total: 10
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| Author: | Heath, R. |
| Title: | Low involvement processing -- a new model of brands and advertising |
| Journal: | International Journal of Advertising
2000 : VOL. 19:3, p. 287-298 |
| Index terms: | BRANDS ADVERTISING MODELS |
| Language: | eng |
| Abstract: | This article puts forward a new theory of how advertising and other brand learning is processed and stored by consumers. The theory, based on low involvement processing, discusses how advertising creates brand associations which drive intuitive brand purchase decisions. The model explains why we frequently find it difficult to demonstrate that advertising has played an effective role in strengthening brands. |
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