Awareness-trial-reinforcement-bonding model (ATRB)

A consumer that develops into a loyal customer of a particular brand moves through a series of stages, from having no experience with the brand to a situation where the brand is bought for the first or second time, when feelings can start to develop.

Awareness-trial-reinforcement-bonding model (ATRB)

Giep Franzen

A consumer developing into a loyal buyer of a brand or brand extension moves through a series of stages in which mental and behavioural variables interact. He or she gradually moves from having no experience with the brand, and probably only weak associations with it, to a situation in which the brand is bought for the first or second time, developing increased awareness and weak feelings. The consumer may temporarily include the brand in his or her repertoire. Subsequent purchases of the brand and increased usage experience may lead to an increase in positive feelings...

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