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The interplay of culture and situational cues in consumers' brand evaluation

✍ Scribed by Yongjun Sung; Sejung Marina Choi; Jhih-Syuan Lin

Book ID
111138336
Publisher
John Wiley and Sons
Year
2011
Tongue
English
Weight
240 KB
Volume
36
Category
Article
ISSN
1470-6423

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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