Even when it feels difficult to think why I like you, I still do: The role of content, cognitive feelings and thinking systems on the evaluation of close and prominent brands
South African Journal of Business Management
| Field | Value | |
| Title | Even when it feels difficult to think why I like you, I still do: The role of content, cognitive feelings and thinking systems on the evaluation of close and prominent brands | |
| Creator | Puente-Diaz, Rogelio Cavazos-Arroyo, Judith | |
| Description | Purpose: The purpose of the present investigation was to examine the influence of recalling many versus few brand attributes on brand evaluations, the mediating role of ease of recall and whether this mediated effect was moderated by thinking styles across two brands of cellphones: iPhone and Galaxy.Design/methodology/approach: We used a between subjects experimental design to manipulate the amount of information brought to mind of the cellphone brands participants currently own.Findings/results: Results for iPhone™ showed a positive influence of bringing to mind many brand qualities on brand evaluations. This effect was partially mediated by ease of recall. Results for Galaxy™ not only showed a non-significant direct effect but also a significant indirect effect mediated by ease of recall. Lastly, the mediated effect of bringing to mind more information on brand evaluations of iPhone™ was moderated by experiential and rational thinking.Practical implications: Results showed the importance of metacognitive experiences for understanding the evaluation of brands.Originality/value: Our findings have important implications for understanding how consumers evaluate close and prominent brands. | |
| Publisher | AOSIS | |
| Date | 2020-01-30 | |
| Identifier | 10.4102/sajbm.v51i1.1327 | |
| Source | South African Journal of Business Management; Vol 51, No 1 (2020); 8 pages 2078-5976 2078-5585 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajbm.org/index.php/sajbm/article/view/1327/1471
https://sajbm.org/index.php/sajbm/article/view/1327/1470
https://sajbm.org/index.php/sajbm/article/view/1327/1472
https://sajbm.org/index.php/sajbm/article/view/1327/1469
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