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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