Sublime

This means that a smaller brand has a lower chance than a bigger brand of being linked to a modified attribute, even among its own buyers.

Role 3: Identify a brand

Smaller brand responses suffer more than bigger brand responses

Measuring the link between the attribute and the brand

Do remember design for the category.

Brands of all sizes gain more responses when the cues are expanded.

Brands retrieved can vary when buyers use different retrieval cues