Blending Cobrand Personalities : An Examination of the Complex Self (Record no. 29198)

MARC details
000 -LEADER
fixed length control field 01511pab a2200205 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Mon
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Monga Alokparna Basu
245 ## - TITLE STATEMENT
Title Blending Cobrand Personalities : An Examination of the Complex Self
250 ## - EDITION STATEMENT
Edition statement 3
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. Aug 2007
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 389-400 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation XLIV
520 ## - SUMMARY, ETC.
Summary, etc. This research examines the role of self-complexity in influencing consumer responses to cobrands with trait associations to two distinct brand personality dimensions versus one distinct brand personality dimension. Three experiments reveal that consumers whose complex self becomes activated prefer cobrands that exude both sophistication and excitement to those that exhibit either sophistication or excitement. Caucasians, who have a more complex independent self, tend to evaluate a sophisticated and excited personality cobrand more favorably when primed on independence, whereas Hispanics, who have a more complex interdependent self, tend to evaluate this cobrand personality combination more favorably when primed on interdependence. This research also suggests that this self-complexity-driven process is conscious in nature.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Consumer Response, Cobrands, Brands,
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR9312.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR9312.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 27013
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 21/11/2007 0.00   Mon AR9312 23/09/2014 0.00 23/09/2014 Articles

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