haku: @author Graeff, T. R. / yhteensä: 2
viite: 2 / 2
« edellinen | seuraava »
| Tekijä: | Graeff, T. R. |
| Otsikko: | Consumption situations and the effects of brand image on consumers' brand evaluations |
| Lehti: | Psychology & Marketing
1997 : JAN, VOL. 14:1, p. 49-70 |
| Asiasana: | BRANDS BRAND CHOICE IMAGE CONSUMPTION |
| Kieli: | eng |
| Tiivistelmä: | This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly moderate the relative effects of actual ideal congruence on brand evaluations. Further, marketers can manage the effects of image congruence by promoting varying consumption situations. Results from the second experiment demonstrate how a dynamic concept of situational ideal self-image is a better predictor of brand attitudes than are static concepts of self-image such as actual and ideal self-image. |
« edellinen | seuraava »
SCIMA