The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity
Abstract
Brand identities have a dual nature that appeals to the head (rational appeal) and to the heart (emotional appeal) of their consumers. Furthermore, consumers can process information in a predominately analytic or intuitive cognitive style (CS) manner. This study aims to analyze the influence of brand identity-cognitive style (BI-CS) fit on the perceived value of a brand. It also analyzes how different forms of social influence affect the...
Paper Details
Title
The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity
Published Date
Feb 14, 2020
Volume
29
Issue
7
Pages
971 - 984
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