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Full-Text Articles in Sales and Merchandising
2014 Fall Convocation Program, Office Of Communications & Marketing, Morehead State University.
2014 Fall Convocation Program, Office Of Communications & Marketing, Morehead State University.
Communications and Marketing Publications Archive
Fall convocation program held on August 13, 2014.
2014 Spring Convocation Program, Office Of Communications & Marketing, Morehead State University.
2014 Spring Convocation Program, Office Of Communications & Marketing, Morehead State University.
Communications and Marketing Publications Archive
Spring convocation program held on January 8, 2014.
How Consumers’ Use Of Brand Vs. Attribute Information, Randle D. Raggio, Robert P. Leone, William C. Black
How Consumers’ Use Of Brand Vs. Attribute Information, Randle D. Raggio, Robert P. Leone, William C. Black
Marketing Faculty Publications
Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. But no work has considered whether these effects are stable over time, or evolve in a consistent way. We address this question by decomposing consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources in order to understand whether brand effects remain stable or evolve over time. With two unique datasets, the first containing cross-sectional data from Kodak across four different consumer goods categories, and another longitudinal dataset from the U.S. and Canada in the surface-cleaning category, covering seven brands over …