Liu, Jen-Yuan Martin and Wang, Qing (2007) Mental visual imagery, authenticity and consumers' attitude formation towards licensed brands. In: 34th Annual Conference of the Association-for-Consumer-Research, Orlando, Florida, 28 Sep - 1 Oct 2006. Published in: Advances in Consumer Research, Volume 34 pp. 396-398. ISSN 0098-9258.

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Abstract

Licensed brand refers broadly to any brands that are manufactured and marketed by someone other than the brand owner. In order for the licensed brand to be perceived as authentic, the cues for communicating authenticity are crucial between marketers and consumers. A person construes the cues via the formation of mental visual image before further deriving his/her perception about the authenticity of a licensed brand. This research examines different types of visual mental image, attributes and assessment of authenticity and consumers’ attitude formation associated with licensed brand.

Item Type:	Conference Item (Paper)
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School
Series Name:	Advances in Consumer Research
Journal or Publication Title:	Advances in Consumer Research
Publisher:	Association for Consumer Research
ISSN:	0098-9258
Editor:	Fitzsimons, GJ
Official Date:	2007
Dates:	Date Event 2007 UNSPECIFIED
Volume:	Volume 34
Number of Pages:	3
Page Range:	pp. 396-398
Status:	Peer Reviewed
Publication Status:	Published
Conference Paper Type:	Paper
Title of Event:	34th Annual Conference of the Association-for-Consumer-Research
Type of Event:	Conference
Location of Event:	Orlando, Florida
Date(s) of Event:	28 Sep - 1 Oct 2006

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