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Keywords: Imprinting
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Journal Articles
Qualitative Market Research: An International Journal (2017) 20 (4): 394–415.
Published: 11 September 2017
...Jens Stach Purpose This paper aims to illuminate mechanisms through which memorable experiences with brands create lasting preferences. It is based on the proposition that intense positive (negative) affective consumption in the consumer’s youth creates powerful imprints, which influence brand...
