Individual Differences in Brand Schematicity

Brand schematicity refers to a generalized consumer predisposition to process information using brand schema. This research uses schema theory to build the theoretical groundwork for brand schematicity and reports seven studies conducted to measure, validate, and establish the nature of the construct. Studies 1 and 2 pertain to a scale developed to measure brand schematicity, Study 3 measures the construct using response times, and Study 4...