How and when does branding affect you during the various stages of the consumer decision process?

Read the Hibic and Poturak article on the influence of branding on the consumer decision process. As you can see from the article, the authors test a number of hypotheses related to brand awareness and the consumer attributes of age and gender.

Think about a product that you purchase regularly. Do you consider yourself brand loyal when it comes to this type of product? Why or why not? Do you believe your age or gender affects your attitude toward this purchase? How and when does branding affect you during the various stages of the consumer decision process?