Information processing influences on brand effects

Sandra J. Burke

Information processing influences on brand effects

Sandra J. Burke

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution

Abstract

The magnitude of brand effects may vary across contexts due to a number of variables. This study examines how personal and contextual variables can impact the degree to which consumers process and rely on non brand alternative information, which can in turn impact the amount of reliance that is needed (and thus placed) on brand associations. It also considers the subsequent effects on consumer confidence and ultimate alternative evaluations. A pilot study is discussed and a model proposed to demonstrate the interrelationships among context variables, relative reliance on non brand attributes versus brand associations, uncertainty, and overall alternative evaluations/discounting.

Original language	English
Title of host publication	Sustainable marketing leadership
Subtitle of host publication	a synthesis of polymorphous axioms, strategies and tactics : conference proceedings, 23-26 May 2006, Athens University of Economics and Business, Greece
Editors	George J. Avlonitis, Nikolaos Papavassiliou, Paulina Papastathopoulou
Place of Publication	Athens
Publisher	Dept. of Marketing & Communication, Athens University of Economics & Business
Pages	1-8
Number of pages	8
ISBN (Print)	9608919908
Publication status	Published - 2006
Event	European Marketing Academy (35th : 2006) - Athens Duration: 23 May 2006 → 26 May 2006

Conference

Conference	European Marketing Academy (35th : 2006)
City	Athens
Period	23/05/06 → 26/05/06

Keywords

brand reliance
missing information
inferences
uncertainty
information use

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Cite this

Burke, S. J. (2006). Information processing influences on brand effects. In G. J. Avlonitis, N. Papavassiliou, & P. Papastathopoulou (Eds.), Sustainable marketing leadership: a synthesis of polymorphous axioms, strategies and tactics : conference proceedings, 23-26 May 2006, Athens University of Economics and Business, Greece (pp. 1-8). Athens: Dept. of Marketing & Communication, Athens University of Economics & Business.

Burke, Sandra J. / Information processing influences on brand effects. Sustainable marketing leadership: a synthesis of polymorphous axioms, strategies and tactics : conference proceedings, 23-26 May 2006, Athens University of Economics and Business, Greece. editor / George J. Avlonitis ; Nikolaos Papavassiliou ; Paulina Papastathopoulou. Athens : Dept. of Marketing & Communication, Athens University of Economics & Business, 2006. pp. 1-8

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title = "Information processing influences on brand effects",

abstract = "The magnitude of brand effects may vary across contexts due to a number of variables. This study examines how personal and contextual variables can impact the degree to which consumers process and rely on non brand alternative information, which can in turn impact the amount of reliance that is needed (and thus placed) on brand associations. It also considers the subsequent effects on consumer confidence and ultimate alternative evaluations. A pilot study is discussed and a model proposed to demonstrate the interrelationships among context variables, relative reliance on non brand attributes versus brand associations, uncertainty, and overall alternative evaluations/discounting.",

keywords = "brand reliance, missing information, inferences, uncertainty, information use",

author = "Burke, {Sandra J.}",

year = "2006",

language = "English",

isbn = "9608919908",

pages = "1--8",

editor = "Avlonitis, {George J.} and Nikolaos Papavassiliou and Paulina Papastathopoulou",

booktitle = "Sustainable marketing leadership",

publisher = "Dept. of Marketing & Communication, Athens University of Economics & Business",

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Burke, SJ 2006, Information processing influences on brand effects. in GJ Avlonitis, N Papavassiliou & P Papastathopoulou (eds), Sustainable marketing leadership: a synthesis of polymorphous axioms, strategies and tactics : conference proceedings, 23-26 May 2006, Athens University of Economics and Business, Greece. Dept. of Marketing & Communication, Athens University of Economics & Business, Athens, pp. 1-8, European Marketing Academy (35th : 2006), Athens, 23/05/06.

Information processing influences on brand effects. / Burke, Sandra J.

Sustainable marketing leadership: a synthesis of polymorphous axioms, strategies and tactics : conference proceedings, 23-26 May 2006, Athens University of Economics and Business, Greece. ed. / George J. Avlonitis; Nikolaos Papavassiliou; Paulina Papastathopoulou. Athens : Dept. of Marketing & Communication, Athens University of Economics & Business, 2006. p. 1-8.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution

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AB - The magnitude of brand effects may vary across contexts due to a number of variables. This study examines how personal and contextual variables can impact the degree to which consumers process and rely on non brand alternative information, which can in turn impact the amount of reliance that is needed (and thus placed) on brand associations. It also considers the subsequent effects on consumer confidence and ultimate alternative evaluations. A pilot study is discussed and a model proposed to demonstrate the interrelationships among context variables, relative reliance on non brand attributes versus brand associations, uncertainty, and overall alternative evaluations/discounting.

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KW - missing information

KW - inferences

KW - uncertainty

KW - information use

M3 - Conference proceeding contribution

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BT - Sustainable marketing leadership

A2 - Avlonitis, George J.

A2 - Papavassiliou, Nikolaos

A2 - Papastathopoulou, Paulina

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CY - Athens

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Burke SJ. Information processing influences on brand effects. In Avlonitis GJ, Papavassiliou N, Papastathopoulou P, editors, Sustainable marketing leadership: a synthesis of polymorphous axioms, strategies and tactics : conference proceedings, 23-26 May 2006, Athens University of Economics and Business, Greece. Athens: Dept. of Marketing & Communication, Athens University of Economics & Business. 2006. p. 1-8