Výsledky vyhledávání - "Rebecca Walker Reczek"

Get Your Science Out of Here: When Does Invoking Science in the Marketing of Consumer Products Backfire?

Autor: Aviva Philipp-Muller, John P Costello, Rebecca Walker Reczek

Publikováno v: Journal of Consumer Research. 49:721-740

In this research, we propose that although consumers view the scientific process as competent, they also perceive it as cold. Across 10 experimental studies, we demonstrate that these lay beliefs impact consumers’ reactions to marketers touting the

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::30a634abd7eed23a3ff77d7c183782cf
https://doi.org/10.1093/jcr/ucac020

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'Choozing' the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names

Autor: John P. Costello, Jesse Walker, Rebecca Walker Reczek

Publikováno v: Journal of Marketing. :002224292311623

An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about how this brand naming strategy impacts consumers’ be

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::c0ec61c77a3a55363996664092c1c0d5
https://doi.org/10.1177/00222429231162367

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