2026-09-21T20:31:21Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/84544 2023-07-11 col_2142_5131 col_2142_14791 com_2142_5130 com_2142_14790 com_2142_9216

Shavitt, Sharon Lee, Kyoungmi 2015-09-25T22:21:34Z 2015-09-25T22:21:34Z 10000-01-01 2005 2005 An established brand has many advantages in achieving communicative effectiveness (Campbell, Keller, Mick, & Hoyer, 2003). However, any negative association of an established brand is difficult to replace by marketing claims when there is a sense of coherence associated with a brand. How then can marketers encourage consumers to be more open to new marketing claims? Little is known about these issues. The Brand Entitativity Model addresses this and other issues by investigating the epistemological status of a brand as a coherent entity in consumers' minds. Specifically, the model identifies (a) the conditions under which the metacognitive sense of coherence associated with a brand can be formed and (b) how changing the metacognitive sense associated with a brand can make consumers be more influenced by available new information for making judgments. The Brand Entitativity Model can provide a deeper understanding of consumers' cognitive representation of a brand and its implications for subsequent information processing, generating predictions that existing models have not been able to anticipate. The model also offers practitioners insights for achieving successful advertising and brand repositioning strategies for updating existing brand associations. Made available in DSpace on 2015-09-25T22:21:34Z (GMT). No. of bitstreams: 2 license.txt: 4848 bytes, checksum: 96035ab3f5e1c23cc7138a224ce498bd (MD5) 3199059.pdf: 2776785 bytes, checksum: 00e3fea79c2a6f2ba6aabcd811617346 (MD5) Previous issue date: 2005 Embargo set by: Seth Robbins for item 85825 Lift date: Forever Reason: Restricted to the U of I community idenfinitely during batch ingest of legacy ETDs Restricted to the U of I community idenfinitely during batch ingest of legacy ETDs U of I Only 124 p. Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2005. http://hdl.handle.net/2142/84544 (MiAaPQ)AAI3199059 eng Psychology, Cognitive A Brand Entitativity Model: Metacognitive Coherence Surrounding the Conception of a Brand and Implications for Consumers' Judgment Processes text Business Administration Business Administration University of Illinois at Urbana-Champaign Dissertation Ph.D.