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Value integration effects on evaluations of retro brands

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Yayıncı Sürümü - Makale (417.7Kb)

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info:eu-repo/semantics/closedAccess

Date

2017

Author

Döğerlioğlu Demir, Kıvılcım
Tansuhaj, Patriya
Cote, Joseph
Akpınar, Ezgi

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Citation

Dogerlioglu-Demir, K., Tansuhaj, P., Cote, J., & Akpinar, E. (August 01, 2017). Value integration effects on evaluations of retro brands. Journal of Business Research, 77, 124-130.

Abstract

In light of a growing interest in the use of retro brands, which blend modern and traditional values, this study examines the relationship between value integration (VI) of consumers (perceived degree of overlap between conflicting values) on brand related outcomes such as brand choice and brand evaluations. Three controlled experiments demonstrate that VI influences brand choice and this effect is moderated by contextual cues. Moreover, high VI consumers compared to low VI consumers evaluate retro brands more favorably. This process is explained by processing fluency. The findings of this study provide novel insights to marketers for creating successful retro brands.

Source

Journal Of Business Research

Volume

77

URI

http://dx.doi.org/10.1016/j.jbusres.2017.04.010
https://hdl.handle.net/20.500.11779/682

Collections

  • Araştırma Çıktıları, Scopus İndeksli Yayınlar Koleksiyonu [429]
  • Araştırma Çıktıları, WOS İndeksli Yayınlar Koleksiyonu [470]
  • İİSBF, İB, Makale Koleksiyonu [56]



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