Exemplars or Beliefs ? The Impact of Self-View on the Nature and Relative Influence of Brand Associations

@inproceedings{Sharon2006ExemplarsOB,
  title={Exemplars or Beliefs ? The Impact of Self-View on the Nature and Relative Influence of Brand Associations},
  author={N. Sharon and Michael J. Houston},
  year={2006}
}
This research examines whether various forms of brand associations—overall brand beliefs (e.g., Sony is high quality) versus exemplars of the brand (e.g., Sony TV)—are differentially accessible for individuals with independent self-views and those with an interdependent self-view. Since independents emphasize the “traitedness” of behavior and tend to focus on attributes of objects, brand beliefs are relatively more accessible than exemplars to them. Conversely, since interdependents focus more… CONTINUE READING
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