Abstract
Among brand categorization models, Brisoux and Laroche (1980) proposed a four stages consumer decision process: awareness, processing, consideration and preference. Further conceptualization by the same authors indentified the following brand sets: top of mind awareness, awareness, foggy (unprocessed), hold (some attribute processing) reject, evoked and trial.
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Brisoux, Jacques and Michel Laroche (1980), “A Proposed Consumer Strategy of Simplification for Categorizing Brands", Proceedings of the Annual Meeting of the Southern Marketing Association, 112–114.
Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct, Journal of Consumer Research, Vol. 12, December, 341–352.
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© 2015 Academy of Marketing Science
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Brisoux, J.E., Chéron, E.J. (2015). Product Involvement in Relation to Brand Categorization: The Case of Cosmetics. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_108
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DOI: https://doi.org/10.1007/978-3-319-17046-6_108
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