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How consumers perceive new product variants that are positioned on atypical attributes is discussed. The joint effects of 3 factors - brand familiarity, retail shelf display, and consumer goal orientation - are investigated. The study focuses on snack foods positioned on the atypical attribute of low fat. There are 3 main findings: 1. Although high - vs. low - brand familiarity causes relatively favorable perceptions on the positioning attribute, it also creates sufficiently favorable perceptions on another determinant attribute, product taste, resulting in a net positive effect for brand equity on purchase likelihood. 2. Goal-based vs. taxonomic shelf display - placement with health foods vs. regular snack foods - results in relatively negative perceptions on the positioning attribute, yet more favorable buying intentions. 3. More - vs. less - health-oriented consumers rate such product variants less favorably on fat content but more favorably on product taste; the former segment is also more likely to buy such product variants.Printed Journal
Call Number | Location | Available |
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PSB lt.dasar - Pascasarjana | 1 |
Penerbit | : Academy of Marketing Science |
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Edisi | - |
Subjek | Consumer behavior Brand equity Statistical analysis Perceptions Product differentiation studies Snack foods |
ISBN/ISSN | 920703 |
Klasifikasi | - |
Deskripsi Fisik | - |
Info Detail Spesifik | - |
Other Version/Related | Tidak tersedia versi lain |
Lampiran Berkas | Tidak Ada Data |