O'Cass, Aron and Miller, Karen (2006) Building brand value: consumer assessment of value. In: ANZMAC 2006: Advancing Theory, Maintaining Relevance, 4-6 Dec 2006, Brisbane, Australia.
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Official URL: http://conferences.anzmac.org/ANZMAC2006/documents/O%27Cass_Aron.pdf
Abstract
In recent times attention has been given in consumer behaviour to consumer assessments of value. The view that brands provide value to consumers seems well entrenched both in academia and popular culture. This study focused on examining how consumer assessments of brand fit, brand significance, and attitudes towards brands influence consumer evaluation of value. A study of consumers between 18-25 years old, across two brands of sport shoe indicate that personal, idiosyncratic assessments, such as brand fit and brand significance, along with brand attitudes influence overall assessment of brand value.
| Item Type: | Conference or Workshop Item (Commonwealth Reporting Category E) (Paper) |
|---|---|
| Additional Information: | Authors retain copyright. |
| Uncontrolled Keywords: | brand value, brand idiosyncratic assessments, generation y, sport shoes, generation y sport consumers |
| Fields of Research (FOR2008): | 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development |
| Subjects: | 350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research |
| Socio-Economic Objective (SEO2008): | B Ecomonic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing |
| ID Code: | 6640 |
| Deposited By: | |
| Deposited On: | 01 Feb 2010 14:39 |
| Last Modified: | 29 Feb 2012 14:22 |
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