Brand Representation Over Time

Banerjee Pronobesh ()
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Banerjee Pronobesh: Indian Institute of Management Kozhikode

No 443, Working papers from Indian Institute of Management Kozhikode

Abstract: Previous research shows that situational variables influence the accessibility of brand knowledge. For example, individuals with interdependent self-construal are more likely to associate with an exemplar than a prototype of a brand. Likewise, individuals with independent self-construal more likely associate with the prototype than the exemplar. In addition, field dependents have greater accessibility to exemplar than prototype associations. Likewise, independents have greater accessibility to prototype than exemplar associations. This research shows how another situation variable,temporal construal, moderates the accessibility of exemplar and prototype associations of a brand.

Pages: 16 pages
Date: 2021-03
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