Influence on Brand Evaluation: Consumers' Behavior and Marketing Strategies

Authors

Syed Akhter, Marquette UniversityFollow
Richard Reardon, University of Oklahoma
J. Craig Andrews, Marquette UniversityFollow

Document Type

Article

Language

eng

Publication Date

1987

Publisher

Emerald

Source Publication

Journal of Consumer Marketing

Source ISSN

0736-3761

Abstract

A model based on representational thinking is presented to explain the role of environment in brand evaluation. With respect to retail settings, we conclude that the environment of a retail setting is not of critical importance in brand evaluation when consumers have elaborate representations of their target brands. When their representations for target brands are less elaborate, consumers' evaluations of these brands will be derived from their representations of either the physical or social environment, or both, to the extent that these representations are well elaborated. The strategic marketing implications of the above relationships are also discussed.

Comments

Journal of Consumer Marketing, Vol. 4, No. 3 (1987): 67-74. DOI.

Recommended Citation

Akhter, Syed; Reardon, Richard; and Andrews, J. Craig, "Influence on Brand Evaluation: Consumers' Behavior and Marketing Strategies" (1987). Marketing Faculty Research and Publications. 221.
https://epublications.marquette.edu/market_fac/221