The Influence of Brand Ambiguity on Brand Attitude Development
Stephen J. Miller, Michael B. Mazis, Peter L. Wright
Journal of Marketing Research · 1971 · Volume 8 · Issue 4
DOI: 10.1177/002224377100800408
Abstract
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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