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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: ACR Conference Proceedings. Published in: NA - Advances in Consumer Research, 34 pp. 377-380.
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Official URL: http://www.acrwebsite.org/volumes/12620/volumes/v3...
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) | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | NA - Advances in Consumer Research | ||||
Publisher: | Association for Consumer Research | ||||
Place of Publication: | Duluth, Minnesota, US | ||||
Book Title: | NA - Advances in Consumer Research | ||||
Editor: | Fitzsimons, Gavan and Morwitz, Vicki | ||||
Official Date: | 2007 | ||||
Dates: |
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Volume: | 34 | ||||
Page Range: | pp. 377-380 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Open Access (Creative Commons) | ||||
Conference Paper Type: | Paper | ||||
Title of Event: | ACR Conference Proceedings | ||||
Type of Event: | Conference | ||||
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