A Brand Entitativity Model: Metacognitive Coherence Surrounding the Conception of a Brand and Implications for Consumers' Judgment Processes
Lee, Kyoungmi
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https://hdl.handle.net/2142/84544
Description
Title
A Brand Entitativity Model: Metacognitive Coherence Surrounding the Conception of a Brand and Implications for Consumers' Judgment Processes
Author(s)
Lee, Kyoungmi
Issue Date
2005
Doctoral Committee Chair(s)
Shavitt, Sharon
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Psychology, Cognitive
Language
eng
Abstract
An established brand has many advantages in achieving communicative effectiveness (Campbell, Keller, Mick, & Hoyer, 2003). However, any negative association of an established brand is difficult to replace by marketing claims when there is a sense of coherence associated with a brand. How then can marketers encourage consumers to be more open to new marketing claims? Little is known about these issues. The Brand Entitativity Model addresses this and other issues by investigating the epistemological status of a brand as a coherent entity in consumers' minds. Specifically, the model identifies (a) the conditions under which the metacognitive sense of coherence associated with a brand can be formed and (b) how changing the metacognitive sense associated with a brand can make consumers be more influenced by available new information for making judgments. The Brand Entitativity Model can provide a deeper understanding of consumers' cognitive representation of a brand and its implications for subsequent information processing, generating predictions that existing models have not been able to anticipate. The model also offers practitioners insights for achieving successful advertising and brand repositioning strategies for updating existing brand associations.
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