Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 8 of 8 for “"Brand evaluation"”.
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The Logo “Visual Thickness Effect”: When and Why It Boosts Brand Evaluation. Does It Relax the Logo Visual Asymmetry Side-effect?
Logos are one of the first elements of brands with which new consumers interact. Thus, the symbolic meanings that a logo implies by its visual characteristics, e.g., circularity vs angularity, symmetry vs asymmetry, etc., can form consumers’ early perception of personality of the associated brand. …
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Question-order effects in market research: An information processing approach
… attribute rating question on a later overall brand evaluation in a marketing survey. The mechanisms which underlie such effects for respondents varying in product category knowledge are described using an information processing perspective. Two studies were conducted, including a laboratory …
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A model of consumer cognitive processes underlying memory-based brand evaluations
… of cognitive processes underlying memory-based brand evaluations is developed using recent theories of consumer behavior, social cognition and communication. A key postulate of the model is that consumers' processing goals at the time of encoding and their involvement levels at the time both of …
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An Information Processing Perspective on Between-Brand Price Premiums: Antecedents and Consequences of Motivation
This dissertation examines between-brand price premiums from an information processing perspective. A literature review is conducted in which price premiums are shown to depend on consumer's ability, motivation and opportunity to process information relevant to making between-brand judgments of …
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The effects of strategic corporate philanthropy on consumer perceptions: an experimental assessment
… an effective strategic option for corporate or brand image objectives, but ineffective for brand evaluation and purchase objectives. In addition philanthropy directed toward a particular segment also has a positive effect on consumers outside of that segment. Finally, philanthropy as a part of a …
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Product categorization and consumers' prior knowledge: implications for comparative advertising
… informativeness of the advertisement, extreme brand evaluations, confidence in evaluations and purchase intention. The results show that high as well as low familiarity consumers find the explicit comparative advertisements more informative than the noncomparative advertisements. High …
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Playing for a Good Cause: Investigating Consumer Perceptions of Sport Brands in Cause-Related Marketing Campaigns
… Content Model (Fiske, Cuddy, & Glick, 2007) the brand processing model (MacInnis & Jaworski, 1989), and brand image transfer (Simonin & Ruth, 1998), the author aimed to advance the study of cause-related marketing (CRM) strategy by (1) investigating brand traits (i.e., perceived warmth, perceived …