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About Brand Properties and Purchasing Behaviour
This thesis examines how brand properties influence consumer purchasing behavior. An experiment compares the effects of slogans versus celebrity endorsers as brand properties on brand recognition and willingness to pay. The experiment shows that slogans have a significantly higher brand recognition rate than celebrity endorsers, but there is no significant difference in their effects on willingness to pay. The thesis provides a theoretical framework on dual-process decision-making and discusses how brand properties like slogans and celebrity endorsers act as frames that influence consumer perceptions and decisions in intuitive and automatic ways.
Detailed Information
| Author: | ['Arif Khan Nabil'] |
|---|---|
| Publication Year: | 2020 |
| Pages: | 55 |
| Language: | English |
| Format: | |
| Price: | FREE |
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