...) explored the importance of visual symbols design using a case study of Chong Qing Hot Pots (a Chinese brand). Most of the studies have involved qualitative analysis: quantitative studies of logo design are largely unavailable. In practice, logo design and evaluation criteria are unclear, as they relate...

.... Design/methodology/approach Respondents evaluated a new package design at indirect, moderately direct, and direct levels of experience. Factor analysis was also conducted to determine what dimensions consumers use for evaluation. Findings This study revealed three major findings. First, consumers...

...Srini S. Srinivasan; Brian D. Till Previous researchers have established that brand names are important in determining perceptions of brand quality and attitude towards the product. In this research we investigate the role of brand name in shaping consumers’ evaluation of search, experience...

...Rajiv Vaidyanathan; Praveen Aggarwal; Donald E. Stem, Jr; Darrel D. Muehling; U.N. Umesh While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether...

...Chung‐kue Hsu; Ben Shaw‐Ching Liu This paper deals with the issue of mood effects on perceived transaction value in the context of price promotions. Specifically, mood states appear to bias evaluation and judgments in mood congruent direction. Based on Grewal et al.’s model and mood congruent...

... success of product features. Plots importances for product features of an analytical instrument against the product’s pre‐introduction expectations and post‐product‐test satisfactions. Considers product design issues as well as positioning strategy. Changes in evaluations (“expectations” to “satisfactions...

... and evaluation. Argues that such an approach is unnecessarily limiting given that a substantial proportion of individuals do not base their decisions on attribute processing, even for relatively complex products. Critically evaluates two of the most widely cited adoption models and based on this analysis...

... to higher management. Respondents have limited ability to keep track of large numbers of items. New situations make categorization difficult. Respondents can seldom imagine or project beyond the test into an actual buying situation. Inadequate risk evaluation hampers decisions and ratings. Design tests...

... behaviour Corporate image Decision making Evaluation Goodwill Modelling Product management Reputation and credibility are familiar concepts. Examples include whether to believe the product claims made by a manufacturer′s advertising, credit check/verification for a new account, or whether...