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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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.
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|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Item Status:||Live Archive|
|Additional Information:||Authors retain copyright.|
|Faculty / Department / School:||Historic - Faculty of Business - Department of Marketing and Tourism|
|Date Deposited:||01 Feb 2010 04:39|
|Last Modified:||02 Jul 2013 23:36|
|Uncontrolled Keywords:||brand value, brand idiosyncratic assessments, generation y, sport shoes, generation y sport consumers|
|Fields of Research :||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development|
|Socio-Economic Objective:||B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing|
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