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Mental visual imagery, authenticity and consumers' attitude formation towards licensed brands
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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 |
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| 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: |
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| 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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