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Self-Concept and Retailing Strategy Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Standards of Comparison Used by Consumers in Assessing Satisfaction/Dissatisfaction with Attribute-Specific Brand Performance: A Conceptual Evaluation

Author : Richard A. Werbel

Published in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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Both the strengths and weaknesses of three standards of comparison are discussed. The standards evaluated are ideal points, focal brand expectations, and product class experience. A number of new hypotheses are generated by this evaluation. Taken together, these hypotheses suggest a relationship between satisfaction/dissatisfaction and standards of comparison which is more complex than suggested previously.

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Metadata
Title
Standards of Comparison Used by Consumers in Assessing Satisfaction/Dissatisfaction with Attribute-Specific Brand Performance: A Conceptual Evaluation
Author
Richard A. Werbel
Copyright Year
2015
Book
Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-16942-2

Electronic ISBN: 978-3-319-16943-9

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-16943-9_10