by : Rajeev Batra & Pamela Miles Homer
Published : JOURNAL OF CONSUMER PSYCHOLOGY, © 2004, 14(3), 318–330
This study experimentally examines some situational influences on the formation and consequences of two brand image beliefs, pertaining to fun and sophistication (classiness). It tests
McCracken’s (1986) meaning transfer mechanisms and establishes that nonverbalized personality
McCracken’s (1986) meaning transfer mechanisms and establishes that nonverbalized personality
associations of celebrity endorsers on these dimensions can indeed reinforce equivalent consumer beliefs about a brand’s fun and classiness benefits. However, this occurs only if a social consumption context is evoked, and only if the brand image beliefs are appropriate to the consumer schema for the product category involved. Moreover, under these facilitating conditions, such ad-created brand image beliefs have an impact only on brand purchase intentions and not on brand attitudes. Results have implications for the growing literature on different types of brand imagery associations, as well as for future research on the processing of nonverbal stimuli, the measurement of nonfunctional brand beliefs, and consumer inference processes.
Certain brands (e.g., Coca-Cola, McDonald’s) are considered to possess “high brand equity,” resulting in higher market shares and prices than competing products (Badenhausen, 1996). They typically have high customer loyalty, name awareness, perceived quality, strong brand associations, and other assets (Aaker, 1991). A key reason for their strength is the existence of favorable, strong, and unique associations about them in consumers’ memories (Keller, 1993).
This article studies the formation and consequences of one category of these brand associations in memory, those dealing with beliefs about the personality or image of the brand. These brand image beliefs include all the associations that consumers connect with the brand, including but going beyond brand personality associations (see Batra, Lehmann, & Singh, 1993, pp. 83–84, for a discussion).1 Many of the brand associations that make brands distinctive and strong are . . . . . . . .(baca_selengkapnya )
This article studies the formation and consequences of one category of these brand associations in memory, those dealing with beliefs about the personality or image of the brand. These brand image beliefs include all the associations that consumers connect with the brand, including but going beyond brand personality associations (see Batra, Lehmann, & Singh, 1993, pp. 83–84, for a discussion).1 Many of the brand associations that make brands distinctive and strong are . . . . . . . .(baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
-------------------------------
Butuh Artikel/Jurnal Lainnya ?, click di :
Tidak ada komentar:
Posting Komentar