ePapers Repository

Brand recognition and quality inferences

Simonyan, Iveta (2014) Brand recognition and quality inferences. Discussion Paper. University of Birmingham, Birmingham.

[img]PDF - Published Version
Available under License Creative Commons Attribution Non-commercial No Derivatives .



Could brands associated with mostly negative information-those with poor reputations-be perceived as superior to unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavyweight on brand recognition. To investigate this question, the authors study consumers' inferences about brand quality for products in three domains. Results suggest that brands associated with predominantly negative information are indeed perceived as of higher quality than unrecognised brands. In addition, when consumer inferences are predicted based on different memory cues, the frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality of this strategy by studying the environmental relationship between expert-judged quality and consumer knowledge.

Type of Work:Monograph (Discussion Paper)
School/Faculty:Colleges (2008 onwards) > College of Social Sciences
Number of Pages:38
Department:Birmingham Business School, Department of Marketing
Date:13 March 2014
Series/Collection Name:Birmingham Business School Discussion Paper Series
Keywords:inferences from memory, perceived brand quality, recognition, knowledge valence
Subjects:H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Copyright Status:This discussion paper is copyright of the University, the author and/or third parties. The intellectual property rights in respect of this work are as defined by The Copyright Designs and Patents Act 1988 or as modified by any successor legislation. Any use made of information contained in this paper must be in accordance with that legislation and must be properly acknowledged. Copies of the paper may be distributed and quotations used for research and study purposes, with due attribution. However, commercial distribution or reproduction in any format is prohibited without the permission of the copyright holder
Copyright Holders:The Authors and the University of Birmingham
ID Code:1880

Export Reference As : ASCII + BibTeX + Dublin Core + EndNote + HTML + METS + MODS + OpenURL Object + Reference Manager + Refer + RefWorks
Share this item :
QR Code for this page

Repository Staff Only: item control page