ISSN:
1061-0421
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Points out that since consumers are seldom familiar with all thecompeting brands or the attributes of these brands, brand uncertaintyexists in every market. Presents theoretical and empirical evidence fromseveral disciplines to demonstrate that brand uncertainty affects brandattitudes and preferences, and consequently affects brand performance.Demonstrates the importance of actively managing brand uncertainty.Identifies and discusses marketing tools that can be used to reducebrand uncertainty at different stages in the consumer decision process.Discusses how managers can modify these tools to deal withhigh-involvement versus low-involvement products, how these tools shouldbe scheduled for maximum impact, and the amount of control managers haveover each tool.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/10610429510103809
