Business Commons^™

브랜드의 시장성과 정보가 브랜드 평가에 미치는 효과, Sung Youl Jun, Tae Wook Ju, Do Hyung Kim

Asia Marketing Journal

Prior research has investigated different effects of brand performance information such as premium price information and market share information on brand equity components-quality perception and brand preference. It was shown that the differential effects of brand performance information could depend on product-related variables like product category concept and quality variation in the product category. In this study, we conducted an experiment to find out how personal characteristics such as self-construal, price perception and brand commitment could influence the effects of different types of brand performance information. The results show that individuals who have independent self-construal, favorable price perception and emotional …