Brand Trial After a Credibility Change

Loading...
Thumbnail Image
Penn collection
Marketing Papers
Degree type
Discipline
Subject
Funder
Grant number
License
Copyright date
Distributor
Related resources
Author
Montgomery, David B
Contributor
Abstract

In most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers' claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf of one brand should suddenly be enhanced by a seemingly legitimate authority? More specifically, what would characterize consumers who would respond to such a change in credibility?

Advisor
Date Range for Data Collection (Start Date)
Date Range for Data Collection (End Date)
Digital Object Identifier
Series name and number
Publication date
1970-10-01
Journal title
Volume number
Issue number
Publisher
Publisher DOI
Journal Issue
Comments
Postprint version. Published in Journal of Advertising Research, Volume 10, Issue 5, October 1970, pages 26-32. Publisher URL: http://www.arfsite.org/Webpages/JAR%5Fpages/jarhome.htm
Recommended citation
Collection