Mental Visual Imagery, Authenticity and Consumers’ Attitude Formation Towards Licensed Brands

Jen-Yuan Martin Liu, Warwick Business School, University of Warwick, England
Qing Wang, Warwick Business School, University of Warwick, England
Licensed brand refers broadly to any brands that are manufactured and marketed by someone other than the brand owner. In order for the licensed brand to be perceived as authentic, the cues for communicating authenticity are crucial between marketers and consumers. A person construes the cues via the formation of mental visual image before further deriving his/her perception about the authenticity of a licensed brand. This research examines different types of visual mental image, attributes and assessment of authenticity and consumers’ attitude formation associated with licensed brand.
[ to cite ]:
Jen-Yuan Martin Liu and Qing Wang (2007) ,"Mental Visual Imagery, Authenticity and Consumers’ Attitude Formation Towards Licensed Brands", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 396-398.