The effect of attribute alignability on brand evaluation in a competitive context: The moderating role of regulatory mode
Abstract
Based on structural alignment and regulatory mode theories, this research examined how different regulatory modes (assessment and locomotion) affect attitude and purchase intention for a target brand when it is presented in nonalignable/alignable comparison contexts. According to the structural alignment theory, alignable attributes are comparable aspects across product alternatives (e.g., Popcorn A has calories equal to 20 peanuts while Popcorn...
Paper Details
Title
The effect of attribute alignability on brand evaluation in a competitive context: The moderating role of regulatory mode
Published Date
Jun 23, 2021
Volume
20
Issue
6
Pages
1508 - 1522
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