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Keywords: Symbolic design
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Journal Articles
Impact of symbolic product design on brand evaluations
Available to Purchase
Journal of Product & Brand Management (2016) 25 (3): 307–320.
Published: 16 May 2016
...’ information processing as anchor for brand evaluations. This effect is stronger if symbolic design associations are incongruent to the product category because of consumers’ deeper elaboration process. Furthermore, the impact of symbolic product design is higher for weak compared to strong brands. Research...
