Branding: perceptual effects on consumer evaluations

Purpose - The purpose of this study is to determine the extent that extrinsic product attributes (brand name packaging) influence consumers' perceptions and resulting evaluation of intrinsic product attributes, quality, and purchase intention.Design methodology approach - A 2 (brand) x 2 (treat...

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Veröffentlicht in:	Competitiveness review 2012-01, Vol.22 (3), p.251-260
Hauptverfasser:	Field, J. Robert, Bergiel, Blaise J., Giesen, J. Martin, Fields, Courtney L.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Brand image Brand names Consumer attitudes Consumers Health & beauty aids House brands Manufacturers Marketing Perceptions Purchase intention Studies
Online-Zugang:	Volltext
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