Detail Extension of Broad Brands : The Role of Retrieval in Evaluations of Fit   Oleh:  Dawar, Niraj Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 5 no. 2 (1996), page 189-207. Topik: evaluation; broad brand; retrieval; evaluations of fit Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel Brand breadth is a function of not only the number and variability of products represented by the brand but also of the strength of association between the brand and the products is represents. The strength of association is reflected in the retrievability from memory of product associations. This in turn, influences the evaluation of fit of brand extensions. Two types of brands were studied : those with a strong association to a single product (and weaker associations with other products) and those with strong associations to multiple products. Results from an experiment showed that for brands with a single product association, brand knowledge and content interact to influence evalueations of fit for extensions to products weakly associated with the brand. For brand strongly associated with more than 1 product, context influence evaluations of the fit of brand extensions. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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