INFLUENCE ON BRAND EVALUATION: CONSUMERS' BEHAVIOR AND MARKETING STRATEGIES
Abstract
A model based on representational thinking is presented to explain the role of environment in brand evaluation. With respect to retail settings, we conclude that the environment of a retail setting is not of critical importance in brand evaluation when consumers have elaborate representations of their target brands. When their representations for target brands are less elaborate, consumers' evaluations of these brands will be derived from their representations of either the physical or social environment, or both, to the extent that these representations are well elaborated. The strategic marketing implications of the above relationships are also discussed.
Citation
Akhter, H., Reardon, R. and Andrews, C. (1987), "INFLUENCE ON BRAND EVALUATION: CONSUMERS' BEHAVIOR AND MARKETING STRATEGIES", Journal of Consumer Marketing, Vol. 4 No. 3, pp. 67-74. https://doi.org/10.1108/eb008206
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited