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Keywords: Implicit attitudes
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Journal Articles
Modeling the implicit brand: capturing the hidden drivers
Available to Purchase
Journal of Product & Brand Management (2017) 26 (6): 600–615.
Published: 18 September 2017
...Marco Vriens; Alessandro Martins Alves Purpose This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes...
