Information processing influences on brand effects

Sandra J. Burke

Research output: Chapter in Book/Report/Conference proceedingConference 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 languageEnglish
Title of host publicationSustainable marketing leadership
Subtitle of host publicationa synthesis of polymorphous axioms, strategies and tactics : conference proceedings, 23-26 May 2006, Athens University of Economics and Business, Greece
EditorsGeorge J. Avlonitis, Nikolaos Papavassiliou, Paulina Papastathopoulou
Place of PublicationAthens
PublisherDept. of Marketing & Communication, Athens University of Economics & Business
Pages1-8
Number of pages8
ISBN (Print)9608919908
Publication statusPublished - 2006
EventEuropean Marketing Academy (35th : 2006) - Athens
Duration: 23 May 200626 May 2006

Conference

ConferenceEuropean Marketing Academy (35th : 2006)
CityAthens
Period23/05/0626/05/06

Keywords

  • brand reliance
  • missing information
  • inferences
  • uncertainty
  • information use

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