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This study explores how age influences the stages of the brand purchase funnel (awareness, consideration, and purchase) and the mechanisms associated with any age-related differences. Aggregated analysis of survey data (n = 1862) across five markets and four age groups shows a reduction in the...
Practitioners and academics have long discussed strategies for brand sales growth. A recent example is an industry debate in which different brand growth strategies were argued: https://www.mmaglobal.com/thegreatdebate (MMA Global & Neustarr, 2021). A central question in this arena is whether a...
In this commentary, I propose a “big-picture” view of what good science is as a framework for evaluating scientific practices in consumer research. A big-picture view of science recognizes that scientific practices are not ends in themselves but tools to be used in the service of six epistemic...
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