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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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)
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
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:	Date Event 2007 Published
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
Related URLs:	Open Access File

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