Brand evaluation. Principles and fundamentals

2019 ◽  
Keyword(s):  
Brand Evaluation

Automatic and Strategic Processes in Advertising Effects

1996 ◽  
Vol 60 (4) ◽  
pp. 88-101 ◽  
Author(s):  
Klaus G. Grunert
Keyword(s):  
Working Memory ◽  
Cognitive Processes ◽  
Automatic Processes ◽  
Relative Importance ◽  
Product Involvement ◽  
High Involvement ◽  
Capacity Limitations ◽  
Brand Evaluation ◽  
Advertising Effects ◽  
Strategic Processes

The author distinguishes two kinds of cognitive processes: automatic processes, which are mostly subconscious, are learned and changed slowly and are not subject to the capacity limitations of working memory, and strategic processes, which are conscious, are subject to capacity limitations, and can easily be adapted to situational circumstances. The perception of advertising and the way it influences brand evaluation involves both processes. Automatic processes govern the recognition of advertising stimuli, the relevance decision that determines further higher-level processing, the retrieval of information, and the provision of a heuristic for brand evaluation. Strategic processes govern learning and inference formation. The relative importance of both types of processes depends on product involvement. The distinction of these two types of processes leads to some conclusions that are at variance with current notions about advertising effects. For example, the attention span problem is relevant only for strategic processes. A certain amount of learning can occur with little conscious effort, and advertising's effect on brand evaluation may be more stable for low- than for high-involvement products.

scholarly journals Consumer Adoption of Consumer-Created vs. Expert-Created Information: Moderating Role of Prior Product Attitude

2021 ◽  
Vol 13 (4) ◽  
pp. 2024
Author(s):  
Do-Hyung Park
Keyword(s):  
Information Structure ◽  
Source Credibility ◽  
Consumer Decision Making ◽  
Brand Attitudes ◽  
Consumer Reviews ◽  
Brand Evaluation ◽  
Online Consumer Reviews ◽  
Online Consumer ◽  
Moderating Role ◽  
Persuasive Effect

Today, consumer-created information such as online consumer reviews have become important and popular, playing a key role in consumer decision making. Compared with expert-created information, each piece of information is less powerful or persuasive, but their aggregation can be more credible and acceptable. This concept is called collective intelligence knowledge. This study focuses on the persuasive effect on consumer product attitudes of consumer-created information compared to expert-created information. Using source credibility and familiarity theory, the study reveals how prior brand attitudes can play a moderating role in the persuasive effect of consumer-created information and expert-created information. Specifically, this study shows how consumer-created information is more persuasive when consumers have more favorable prior brand attitudes, while expert-created information is more persuasive when consumers have less favorable prior brand attitudes. Based on the results, this study proposes practical strategies for information structure, curation, and presentation. If a company has a good-quality brand evaluation of its products, it should increase the weight of consumer-created information such as online consumer reviews. Otherwise, the company needs to first improve brand evaluation through expert-created information such as third-parties or power-blogger reviews.

EXPRESS: Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation

2021 ◽  
pp. 002224292110007
Author(s):  
Xing-Yu (Marcos) Chu ◽  
Chun-Tuan Chang ◽  
Angela Y. Lee
Keyword(s):  
Willingness To Pay ◽  
Visual Cues ◽  
Social Connectedness ◽  
Brand Image ◽  
Visual Representations ◽  
Spatial Distance ◽  
Brand Evaluation ◽  
Social Closeness

This research shows that spatial distance between the visual representations of the product and the consumer may enhance or devalue consumers’ perceptions of the brand depending on the brand image (prestigious vs. popular). The authors suggest that spatial distance signals prestige when status and luxury are relevant to the brand image, but distance signals social closeness when popularity and broad appeal are relevant to the brand image. The authors show that for prestigious brands whose brand image is associated with status and luxury, the further is the distance between the visual representations of the product and the consumer, the more favorable would consumers’ attitude be toward the product, and the higher their willingness to pay a premium for the product. In contrast, for popular brands whose brand image is associated with broad appeal and social connectedness, the closer is the distance, the more favorable would consumers’ attitude be, and the higher their willingness to pay a premium. The findings provide useful guidelines to marketers on the use of visual cues in advertising and product display.

Brand Evaluation and Brand Choice: A Longitudinal Study

1973 ◽  
Vol 10 (3) ◽  
pp. 235-241 ◽  
Author(s):  
Frederic B. Kraft ◽  
Donald H. Granbois ◽  
John O. Summers
Keyword(s):  
Longitudinal Study ◽  
Diagnostic Tool ◽  
Rating Scale ◽  
Brand Choice ◽  
Evaluation Index ◽  
Brand Evaluation ◽  
Point Rating Scale ◽  
Over Time

An analysis is presented showing the association between a summated brand evaluation index and brands purchased over time. The summated index was no more predictive than simpler measures such as “brand last purchased” and a 7-point rating scale, although the summated index may have value as a diagnostic tool.

Brand Evaluation and Brand Choice: A Longitudinal Study

1973 ◽  
Vol 10 (3) ◽  
pp. 235 ◽  
Author(s):  
Frederic B. Kraft ◽  
Donald H. Granbois ◽  
John O. Summers
Keyword(s):  
Longitudinal Study ◽  
Brand Choice ◽  
Brand Evaluation
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