Journal article
Theoretical and Empirical Linkages Between Consumers' Responses to Different Branding Strategies
Advances in consumer research, Vol.23, pp.296-300
01/01/1996
Abstract
The article examines strategies for branding in marketing and presents consumer research on the effectiveness of those strategies. Branding strategies including product bundling, brand extension and co-branding are discussed. Research on whether consumers contrast or assimilate separate brand when they are presented together in marketing is considered. A demonstration survey on co-branding is used to support the hypothesis that consumers will evaluate co-branding through an average of their evaluation of the individual brands. Implications for brand equity are considered.
Details
- Title: Subtitle
- Theoretical and Empirical Linkages Between Consumers' Responses to Different Branding Strategies
- Creators
- Aron LevinJ Charlene DavisIrwin Levin
- Resource Type
- Journal article
- Publication Details
- Advances in consumer research, Vol.23, pp.296-300
- ISSN
- 0098-9258
- Publisher
- Association for Consumer Research
- Language
- English
- Date published
- 01/01/1996
- Academic Unit
- Marketing; Psychological and Brain Sciences
- Record Identifier
- 9984963085202771
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