In a new paper about false memories and brand commitment, marketing professor Priyali Rajagopal of SMU Cox and co-author Nicole Montgomery decode how brand commitment influences the consumer’s memories for products.
“Remembering the Best of Times or the Worst of Times? The Moderating Role of Brand Commitment on False Product Experience Memories” by Priyali Rajagopal of SMU Cox and co-author Nicole Montgomery.
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