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| Author: | Winchester, M. K. Romaniuk, J. |
| Title: | Evaluative and descriptive response patterns to negative image attributes |
| Journal: | International Journal of Market Research
2003 : VOL. 45:1, p. 21-34 |
| Index terms: | Corporate image Brands Market research |
| Freeterms: | Negative image |
| Language: | eng |
| Abstract: | The implications of the study ubducate that responses to negative brand image attributes are not driven in an opposite pattern to positive image attributes. It is suggested that there are other factors which may drive responses to negative image attributes, such as consumer expertise level, which need further research. The findings also lead us to question attributes. It is suggested that there are other factors which may drive responses to negative image attributes, such as consumer expertise level, which need further research. |
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