MKTG 322 Lecture Notes - Lecture 4: Hotels.Com, Uptodate, Vending Machine
23 Feb 2017
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Document Summary
Differential effect of brand knowledge between brand awareness and brand image. Brands mean more than just the product it is associated with. Think of a number of associations that are tied to them. The brands we choose because they have a certain personality that matches the way we are and the way that we want to be. A set of human characteristics associated with a brand. Enables consumer to express himself, ideal self, or specific dimension of the self. Greater congruence between human characteristics and those that describe a brand, the greater the preference towards the brand. Ex) pc vs mac brands: mac chill/relaxed, pc uptight, old. Britain, royal, monarchy, william, kate, harry, castle, noble, crown. Come up with queen anyways even though it wasn"t said. Info nodes are stored in memory and are connected by links. Activation spreads through network according to strength of links. When one concept is activated, other concepts that are associated with it become activated.
