Influence of involvement and motivation to correction on product evaluation: Asymmetry for strong and weak brands

@inproceedings{StykoKunkowska2014InfluenceOI,
  title={Influence of involvement and motivation to correction on product evaluation: Asymmetry for strong and weak brands},
  author={Małgorzata A Styśko-Kunkowska and Katarzyna Żbikowska},
  year={2014}
}
In previous research, studies on motivated correction in the evaluation of branded products are rare. This experimental study with 246 participants examined how the motivation to correct the impact of brand knowledge influences the product evaluation of actual strong and weak brands in low and high involvement situations. As predicted, asymmetry between the strong and weak brands was observed. After the induction of the motivation to correction, the smaller brand effect occurred only in the… CONTINUE READING

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