ABSTRACT
Think about your last trip to a shopping mall. You may have visited stores such as Abercrombie & Fitch, the Gap, or Victoria’s Secret that have established brand strength for themselves. Inside other stores you may have sought certain brands of clothing or accessories-Nike, Levi’s, Russell, Sony, Timex, or Fossil-and avoided others you don’t like or don’t recognize. You may have completed some purchases after extensive research and others on an impulse. Similar stories may be told of your latest car purchase or trip to a grocery store or pharmacy. When you visit your mailbox, you may find it crammed full of catalogs, and when you visit your electronic mailbox, it, too, may be filled with promotional messages from retailers whom you’ve visited or purchased from online.
