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| Author: | Lange, F. |
| Title: | Do brands of a feather flock together? Some exploratory findings on the role of individual brands in brand constellation choice |
| Journal: | Journal of Consumer Behaviour
2005 : DEC, VOL. 4:6, p. 465-479 |
| Index terms: | brands brand choice consumer behaviour |
| Freeterms: | brand constellations brand alliances goal-derived categories prototypicality brand attitude |
| Language: | eng |
| Abstract: | This article has examined how evaluations of individual brands may affect brand constellation choice. It is explored how individual brand evaluations at brand and at product level affect brand constellation choice. The resuls show that brands do not have to be equally attractive so that they might be included in brand constellations. For example, consumers may choose weaker brands when they are in constellations together with a strong brand. |
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