Browsing Thesis and Dissertations by Author "Vijaylakshmi, Akshaya"
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Toward a better understanding of negation and brand recall memory
Mandal, Sudipta (Indian Institute of Management Ahmedabad, 2019)Consumers rely heavily on their memories during decision-making. Consequently, the ability of consumers to recall brand-related information plays a vital role in their purchasing decisions. In this context, our research ...