...Hsuan-Hsuan Ku; Yingting Chen Purpose Marketers often select unique color names for products to heighten shopper interest. The purpose of this study is to use self-referencing as the foundation for assessing how a product color name that involves the self impacts product evaluation. This paper...

... that addresses product benefits impacts consumer evaluation, as well as identifying important factors that might moderate the resulting responses. Design/methodology/approach Three between-subjects experiments examine how claim credibility mediates the influence of extra affixed labels on product evaluation...

... attachment, brand trust, product incongruity, product familiarity, perceived risk, willingness to try, product evaluation and word-of-mouth intentions. Findings The results support the role of emotional brand attachment in the diffusion of RNPs. Specifically, results indicated that increased brand...

... also uncovers consumers’ pathways that channel the impacts of corporate associations on corporate and product evaluations and purchase intention. Design/methodology/approach This study uses a between-subjects experimental design. In all, 274 undergraduate students from a North American university...

...Toula Perrea; Athanasios Krystallis; Charlotte Engelgreen; Polymeros Chrysochou Purpose The paper aims to address the issue of how customer value is created in the context of novel food products and how customer value influences product evaluation. Design/methodology/approach The study...