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Emotion and Its Interaction With Product Involvement Levels in Shaping Brand Attitude by Mainak Bag

Emotion and Its Interaction With Product Involvement Levels in Shaping Brand Attitude by Mainak Bag

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Published by Mainak Bag
Are emotional benefits/issues/attachments more important to making A Better Brand? Are consumers actually more prone to making emotional decision as the value of the Product goes up?
Is it that for higher Involvement Products, consumers tend to invest more "Emotionally" than "Rationally".

YES IT IS!! SEE HOW IT IS FOUND!


This study attempts to find the relationship of brand attitude and how it is comprised with inputs from consumer perceptions about products attributes and non product attributes, which are
largely a felt response of emotional acknowledge of a brand. In essence it is peek into the making
of brand attitude through a two way interaction of product attributes and perceived emotional
benefits.
Are emotional benefits/issues/attachments more important to making A Better Brand? Are consumers actually more prone to making emotional decision as the value of the Product goes up?
Is it that for higher Involvement Products, consumers tend to invest more "Emotionally" than "Rationally".

YES IT IS!! SEE HOW IT IS FOUND!


This study attempts to find the relationship of brand attitude and how it is comprised with inputs from consumer perceptions about products attributes and non product attributes, which are
largely a felt response of emotional acknowledge of a brand. In essence it is peek into the making
of brand attitude through a two way interaction of product attributes and perceived emotional
benefits.

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Published by: Mainak Bag on Dec 22, 2009
Copyright:Traditional Copyright: All rights reserved

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12/17/2013

 
 
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