When would a consumer be more likely to conduct an external search by brand rather than by

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When would a consumer be more likely to conduct an external search by brand rather than by attribute? Which search process would a marketer prefer consumers to use – and why?

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Consumer Behavior

ISBN: 978-1305507272

7th edition

Authors: Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters

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