The Influence of Brand Ambiguity on Brand Attitude Development

This article presents the results of an experimental study of the dynamics of attitude development toward a new brand. The role of consumer familiarity with a new brand name in evaluation of product characteristics is examined.

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Bibliographic Details
Published inJournal of marketing research Vol. 8; no. 4; pp. 455 - 459
Main Authors Miller, Stephen J., Mazis, Michael B., Wright, Peter L.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.11.1971
SAGE PUBLICATIONS, INC
Subjects
Ambiguity
Brand development
Brand names
Brand preferences
Brands
Communication
Consumer attitudes
Consumer behavior
Consumer research
Consumers
Course articulation
Hypotheses
Marketing
Meat packing industry
Meat products
Mental stimulation
News content
Product development
Product introduction
Product labeling
Studies
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Summary:This article presents the results of an experimental study of the dynamics of attitude development toward a new brand. The role of consumer familiarity with a new brand name in evaluation of product characteristics is examined.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377100800408