Add to ORKGbrand) is favored, holding the objective qualities of the items constant. Brand equity research suggests that the quality of a brand is more important than the ranking of a product within a brand. Our research documents a robust ranking effect—whereby a high-ranking product in a low-status category is favored over a low-ranking product in a high-status category even when information on competing categories is made available. We explain this effect in terms of narrow focusing and evaluability, and we identify boundary conditions of the effect. Key words: brand choice; brand product management; ranking effect; narrow focusing; evaluability History: This paper was received August 20, 2002, and was with the authors 17 months for 3 revisions; pr...
[Abstract]: All brands have status and status has an impact; yet little attention has been paid to t...
This study investigates the influence of design attributes on the importance of brand information in...
Brand salience¿the extent to which a brand visually stands out from its competitors¿is vital in comp...
brand) is favored, holding the objective qualities of the items constant. Brand equity research sugg...
The need to evaluate a single brand in isolation, without explicit comparisons to competitors, is ub...
Marketers often use salient stimuli to draw consumers' attention to a specific brand in the hope tha...
We propose that the variety a brand offers often serves as a quality cue and thus influences which b...
Prior research on brand equity suggests that consumers use brands as signals to reduce uncertainty a...
Objective: Competitive performance between brands can be gauged by perceptual consumer indicators. T...
Selective bias is the tendency to interpret information in ways that are consistent with our preconc...
Rankings are widely used but little research has examined their influence on consumer decision makin...
We propose that the variety a brand offers often serves as a quality cue and thus influences which b...
International audienceCognitive brand research conceives brand strength as the result of brand assoc...
The importance of building brands with high levels of brand equity is widely acknowledged by scholar...
This research project used Functional Measurement to examine how the brand name of consumer products...
[Abstract]: All brands have status and status has an impact; yet little attention has been paid to t...
This study investigates the influence of design attributes on the importance of brand information in...
Brand salience¿the extent to which a brand visually stands out from its competitors¿is vital in comp...
brand) is favored, holding the objective qualities of the items constant. Brand equity research sugg...
The need to evaluate a single brand in isolation, without explicit comparisons to competitors, is ub...
Marketers often use salient stimuli to draw consumers' attention to a specific brand in the hope tha...
We propose that the variety a brand offers often serves as a quality cue and thus influences which b...
Prior research on brand equity suggests that consumers use brands as signals to reduce uncertainty a...
Objective: Competitive performance between brands can be gauged by perceptual consumer indicators. T...
Selective bias is the tendency to interpret information in ways that are consistent with our preconc...
Rankings are widely used but little research has examined their influence on consumer decision makin...
We propose that the variety a brand offers often serves as a quality cue and thus influences which b...
International audienceCognitive brand research conceives brand strength as the result of brand assoc...
The importance of building brands with high levels of brand equity is widely acknowledged by scholar...
This research project used Functional Measurement to examine how the brand name of consumer products...
[Abstract]: All brands have status and status has an impact; yet little attention has been paid to t...
This study investigates the influence of design attributes on the importance of brand information in...
Brand salience¿the extent to which a brand visually stands out from its competitors¿is vital in comp...