Article2012

Superstitious beliefs in consumer evaluation of brand logos

Yong‐Jian Wang · Monica D. Hernandez · Michael S. Minor · Jie Wei

40 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Paranormal Experiences and Beliefs

Abstract

Purpose – The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos.

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References

1980Understanding Attitudes and Predicting Social Behavior 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1991Scale Development : Theory and Applications 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1966The Scree Test For The Number Of Factors 1960The Application of Electronic Computers to Factor Analysis 1974An approach to environmental psychology 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations

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