Sublime

Ad testing.

Past brand buying

Brand light/non-buyers

Any brand in a category with intermittent category buyer membership

There are two general factors that lead a category buyer to link a brand for a specific attribute

Researchers claimed that buyers were pre-disposed to buying brands whose image matched one’s perceived self, or ideal self, or some other self

Brands retrieved can vary when buyers use different retrieval cues

Brand buyers

brand’s Distinctive Assets,