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| Author: | Walsh, G. (et al.) |
| Title: | Measuring consumer vulnerability to perceived product-similarity problems and its consequences |
| Journal: | Journal of Marketing Management
2010 : FEB, VOL. 26:1-2, p. 146-162 |
| Index terms: | cognitive processes products brand loyalty consumer behaviour United Kingdom |
| Language: | eng |
| Abstract: | This article examines the increasing brand similarity that is likely to influence important consumer outcomes. A perceived product-similarity scale developed in Germany was administered to 220 consumers in the United Kingdom; the structuration equation modelling revealed that perceived product similarity significantly affects word-of-mouth but not brand loyalty. Additionally, cluster analysis identified three meaningful and distinct perceived product similarity groups. |
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