Value integration effects on evaluations of retro brands

Döğerlioğlu Demir, Kıvılcım and Tansuhaj, Patriya and Cote, Joseph and Akpınar, Ezgi (2017) Value integration effects on evaluations of retro brands. Journal of Business Research, 77 . pp. 124-130. ISSN 0148-2963 (Print) 1873-7978 (Online)

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In light of a growing interest in the use of retro brands, which blend modern and traditional values, this study examines the relationship between value integration (VI) of consumers (perceived degree of overlap between conflicting values) on brand related outcomes such as brand choice and brand evaluations. Three controlled experiments demonstrate that VI influences brand choice and this effect is moderated by contextual cues. Moreover, high VI consumers compared to low VI consumers evaluate retro brands more favorably. This process is explained by processing fluency. The findings of this study provide novel insights to marketers for creating successful retro brands.
Item Type: Article
Uncontrolled Keywords: Retro brands; Classic brands; Modern brands; Consumer values; Processing fluency
Divisions: Sabancı Business School
Sabancı Business School > Marketing
Depositing User: Kıvılcım Döğerlioğlu Demir
Date Deposited: 17 Aug 2017 15:22
Last Modified: 17 Aug 2017 15:22

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