Consumers make decisions using the information that is available to them most readily. This thesis examined the determinants and consequences of top-of-mind consumer brand awareness for fast-moving consumer goods, services, and durables. The findings have implications for marketers with regard to the design of their brand communications
Notes
Submitted to the Deakin Business School of the Faculty of Business and Law, Deakin University
Thesis (Ph.D.)--Deakin University, Victoria, 2007
Bibliography
Includes bibliographical references (leaves 288-332)
