Why does a pioneering brand have a memory advantage over, Dissertation

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Why does a pioneering brand have a memory advantage over

Question: 1. Advertisers like to use celebrities and well-known faces to help promote their products and services. Is this a good idea?

2. Why does a pioneering brand have a memory advantage over follower brands? If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?

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Dissertation: Why does a pioneering brand have a memory advantage over

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