Abstract:
The objective of this article is to contribute to throw some more light on the following questions: 1. Are consumers able to discriminate among different brands of a product (in this particular case, beer) when the brands are not identified?; 2 . What is the influence of brand identification on the consumers evaluation of a brand?; 3. Why and how do brand images develop among consumers? In the following, first some selected relevant earlier studies will be briefly reviewed. Next, the results of a new experiment are presented. Finally, the results of the experiment are interpreted in the light of a conceptualisation of consumer decision processes.
Research Papers
Contextual actions speak louder than words
Catalogue: Congress 2015: Revelations
Authors: Jasper Scheir, Sjoerd Koornstra
Company:
October 1, 2015
Research Papers
Asking smarter questions
Catalogue: ESOMAR Fragrance Research Conference 2003
Author: Philip Wolf
 
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Research Papers
The role of beliefs and values in prediction of consumer choices
Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Flemming Hansen
 
September 1, 1970
