The effect of evaluation criteria on design attributes and brand equity in the product evaluation process
(2008)
Journal Article
Na, K. J., Holland, R., Shackleton, J., Hwang, Y., & Melewar, T. C. (2008). The effect of evaluation criteria on design attributes and brand equity in the product evaluation process. Journal of brand management, 16(3), 195-212. https://doi.org/10.1057/bm.2008.29
This study investigates the influence of design attributes on the importance of brand information in the product evaluation process by consumers. We examine how providing evaluation criteria of design influences consumers’ product evaluation concerni... Read More about The effect of evaluation criteria on design attributes and brand equity in the product evaluation process.