The Situational Impact of Brand Image Beliefs

Journal of Consumer Psychology, Vol. 14, No. 3, pp. 318-330, 2004

13 Pages Posted: 10 Jun 2004  

Rajeev Batra

University of Michigan, Stephen M. Ross School of Business

Pamela Miles Homer

California State University, Long Beach - College of Business Administration

Abstract

This study experimentally examines some situational influences on the formation and consequences of two brand image/personality beliefs, pertaining to fun and sophistication (classiness). It experimentally tests McCracken's (1986) meaning transfer mechanisms and establishes that non-verbalized personality associations of celebrity endorsers on these dimensions do indeed reinforce equivalent consumer beliefs about a brand's fun and classiness benefits, but only if a social consumption context is evoked, and only if the brand image beliefs are appropriate to the consumer schema for the product category involved. Moreover, under these facilitating conditions, such ad-created brand image beliefs have an impact only on brand purchase intentions, and not on brand attitudes. Results have implications for the growing literature on different types of brand imagery associations, as well as for future research on the processing of nonverbal stimuli, the measurement of non-functional brand beliefs, and consumer inference processes.

Keywords: Brand Image, Brand Personality, Nonverbal Advertising, Celebrity Advertising, Non-functional brand beliefs

Suggested Citation

Batra, Rajeev and Homer, Pamela Miles, The Situational Impact of Brand Image Beliefs. Journal of Consumer Psychology, Vol. 14, No. 3, pp. 318-330, 2004. Available at SSRN: https://ssrn.com/abstract=555837

Rajeev Batra (Contact Author)

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States
734-764-0118 (Phone)
734-936-0274 (Fax)

HOME PAGE: http://www.bus.umich.edu/academic/faculty/rajeevba.html

Pamela Miles Homer

California State University, Long Beach - College of Business Administration ( email )

1250 Bellflower Blvd.
Long Beach, CA 90840
United States

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