How Oatly used the messenger effect to become the world's most successful milk alternative
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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Identity and Influence in Brand Marketing
This chapter examines how identity salience affects consumer behavior and brand marketing strategies. It highlights the significance of selecting relatable opinion leaders who resonate with target audiences, balancing factors like status and credibility. The discussion also underscores the challenges in understanding true consumer motivations, advocating for careful research methodologies in branding.
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