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The effects of brand associations on consumer response (English)

In: Journal of Consumer Marketing   ;  18 ,  5  ;  410-425  ;  2001
  • ISSN:
    0736-3761
  • Article (Journal)  /  Electronic Resource

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This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed that these functions have a positive influence on the consumer’s willingness to recommend the brand, pay a price premium for it and accept brand extensions. The hypotheses have been tested in the Spanish sports shoes market and were partially supported. The results obtained confirm the convenience of analyzing brand associations separately and enable the ascertaining of the brand associations that are the most relevant in order to attain certain consumer responses.

Table of contents – Volume 18, Issue 5

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The tables of contents are generated automatically and are based on the data records of the individual contributions available in the index of the TIB portal. The display of the Tables of Contents may therefore be incomplete.

389
Misplaced marketing Imagine the television commercial: “No stems, no seeds that you don’t need, Baja Gold’s a real smooth weed”
Rotfeld, Herbert Jack | 2001
392
Level of market development and intensity of organic food consumption: cross‐cultural study of Danish and New Zealand consumers
Squires, Lisa / Juric, Biljana / Bettina Cornwell, T. | 2001
410
The effects of brand associations on consumer response
Belén del Río, A. / Vázquez, Rodolfo / Iglesias, Víctor | 2001
426
Music marketing: music consumption imagery in the UK and New Zealand
Martin, Brett A.S. / McCracken, Celeste A. | 2001
437
Do consumers know what they want?
Riquelme, Hernan | 2001
449
Clients for Life: How Great Professionals Develop Breakthrough Relationships
| 2001
449
The 11 Immutable Laws of Internet Branding
| 2001
449
Qualitative Research in Intelligence and Marketing: The New Strategic Convergence
| 2001
449
The Invisible Touch – The Four Keys of Modern Marketing
| 2001

How to get this document?

Check access
Download
Commercial Copyright fee: €25.00 Basic fee: €4.00 Total price: €29.00
Academic Copyright fee: €25.00 Basic fee: €2.00 Total price: €27.00
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