Value integration effects on evaluations of retro brands
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...
Paper Details
Title
Value integration effects on evaluations of retro brands
Published Date
Aug 1, 2017
Journal
Volume
77
Pages
124 - 130
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