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The Moderating Effect of Brand Commitment on the Evaluation of Competitive Brands

✍ Scribed by Raju, Sekar; Unnava, H. Rao; Montgomery, Nicole Votolato

Book ID
118748573
Publisher
M. E. Sharpe Inc.
Year
2009
Tongue
English
Weight
184 KB
Volume
38
Category
Article
ISSN
0091-3367

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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