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Keywords: Human associative memory theory
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Journal Articles
Journal:
Management Decision
Management Decision (2023) 61 (11): 3545–3572.
Published: 03 October 2023
... is matched with our study factors; thus, cognitive psychology has introduced human associative memory theory. It facilitates marketing operations, GBI creation and brand associative networks (Anderson and Bower, 2014). Therefore, this study employed the human associative memory theory to support GBIN...
