A Connectionist Model of Brand-Quality Associations

Consumers use brand names and product features to predict the performance of products. Various learning models offer hypotheses about the source of these predictive associations. Spreading-activation models hypothesize that cues acquire predictive value as a consequence of being present during the a...

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Veröffentlicht in:	Journal of marketing research 2000-08, Vol.37 (3), p.331-350
Hauptverfasser:	Janiszewski, Chris, Stijn M. J. Van Osselaer
Format:	Artikel
Sprache:	eng
Schlagworte:	Brands Predictions Statistical analysis
Online-Zugang:	Volltext
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