haku: @author Howard, D. / yhteensä: 6
viite: 4 / 6
| Tekijä: | Reynolds, T. Gengler, C. Howard, D. |
| Otsikko: | A means-end analysis of brand persuasion through advertising |
| Lehti: | International Journal of Research in Marketing
1995 : OCT, VOL. 12:3, p. 257-266 |
| Asiasana: | ADVERTISING TESTS INFORMATION |
| Kieli: | eng |
| Tiivistelmä: | This study examines the explanation of brand persuasion through communicating means-end levels of information in commercials. It is argued that consumers perceive the personal relevance and desirability of product attributes in terms of their association with personal consequences of product usage. Similarly , the relevance and desirability of personal consequences are derived from their association with a consumer's personal values. It is predicted and supported that the strength of association between means-end information communicated by an ad will contribute to the explanation of brand persuasion. |
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