Building brand value: consumer assessment of value

Paper

O'Cass, Aron and Miller, Karen. 2006. "Building brand value: consumer assessment of value." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
Paper/Presentation Title

Building brand value: consumer assessment of value

Presentation TypePaper
AuthorsO'Cass, Aron (Author) and Miller, Karen (Author)
EditorsAli, Yunus and van Dessel, Maria
Journal or Proceedings TitleProceedings of the 2006 Australian and New Zealand Marketing Academy Conference (ANZMAC 2006)
Number of Pages9
Year2006
Place of PublicationBrisbane, Australia
ISBN1741071593
Web Address (URL) of Paperhttp://conferences.anzmac.org/ANZMAC2006/documents/O%27Cass_Aron.pdf
Conference/EventANZMAC 2006: Advancing Theory, Maintaining Relevance
Event Details
ANZMAC 2006: Advancing Theory, Maintaining Relevance
Parent
ANZMAC Conference
Event Date
04 to end of 06 Dec 2006
Event Location
Brisbane Australia
Abstract

In recent times attention has been given in consumer behaviour to consumer assessments of value. The view that brands provide value to consumers seems well entrenched both in academia and popular culture. This study focused on examining how consumer assessments of brand fit, brand significance, and attitudes towards brands influence consumer evaluation of value. A study of consumers between 18-25 years old, across two brands of sport shoe indicate that personal, idiosyncratic assessments, such as brand fit and brand significance, along with brand attitudes influence overall assessment of brand value.

Keywordsbrand value, brand idiosyncratic assessments, generation y, sport shoes, generation y sport consumers
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsUniversity of Newcastle
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