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Unformatted text preview: consumers use in comparing brands and communicate own brand superiority. • Conduct research to identify most important evaluative criteria. • Create advertising that includes reliable data on superiority of a brand (e.g., miles per gallon, safety, comfort) Purchase Intent/Decision Understand choice heuristics used by consumers and provide communication that encourages brand decision. • Advertise “Made in America” (country of origin) • Stress long history of the brand (brand loyalty) Postpurchase Behavior Encourage accurate consumer expectations. • Provide honest advertising and sales presentations...
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- Spring '11