๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

The Impact of Fit Measures on the Consumer Evaluation of New Co-Branded Products

โœ Scribed by Lisanne M. Bouten; Dirk Snelders; Erik Jan Hultink

Book ID
109165374
Publisher
John Wiley and Sons
Year
2011
Tongue
English
Weight
217 KB
Volume
28
Category
Article
ISSN
0737-6782

No coin nor oath required. For personal study only.

๐Ÿ“œ SIMILAR VOLUMES

The effects of between-partner congruity
The effects of between-partner congruity on consumer evaluation of co-branded products
โœ Suzanne B. Walchli ๐Ÿ“‚ Article ๐Ÿ“… 2007 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 333 KB

## Abstract Branding studies, especially those focusing on brand extension, have often centered on establishing the relationship between consumer evaluation and the match between a product concept and the brand (concept congruity). This study introduces an additional type of congruity that arises i

Consumption situations and the effects o
Consumption situations and the effects of brand image on consumers' brand evaluations
โœ Timothy R. Graeff ๐Ÿ“‚ Article ๐Ÿ“… 1997 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 219 KB ๐Ÿ‘ 2 views

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

Consumer evaluations of brand extension:
Consumer evaluations of brand extension: The roles of case-based reminding on brand-to-brand similarity
โœ Yung-Cheng Shen; Lien-ti Bei; Chia-Hsien Chu ๐Ÿ“‚ Article ๐Ÿ“… 2010 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 125 KB

Utilizing the case-based reminding theory in analogical reasoning, this research proposes that the evaluation of a brand extension can be improved by reminding consumers of a similar brand in the extension category. This effect is derived from a brand-to-brand similarity, in addition to the product-