Esch, Franz-Rudolf, Winter, Kai, Limited Editions

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143,00002,50502,00001,5050Attitude towards the Brand2,10 2,251,842,00001,50501,00000,5050Brand Creativity1,891,251,00000,50500,00000,90before launchingLimited Editionafter launchingLimited Edition0,0000-0,50-1,00-0,74-0,90before launchingLimited Editionafter launchingLimited EditionWeak BrandStrong BrandFig. 4. Results of Experiment IIIAPPENDIXStimuli of Experiment 1
15Dependent Variable Measurement Cronbachs aPerceived NoveltyAttitude towards theProductTrial InterestBrand FitAttitude towards theBrandBrand CreativityMeasured by the following sets of adjectives:dull/exciting, routine/fresh, conventional/unconventional,predictable/novel, usual/unusual, ordinary/unique,commonplace/original (9-point scale)(Andrews/Smith, 1996)Measured by the following scale items::good/bad, like/dislike, attractive/unattractive, likeable/dislikable, high quality/poor quality (9-point scale)(Hanson/Biehal, 1995)How great is your interest to try the Product X?(-4 = not interested, 4 = very interested)(Fennis/Bakker, 2001)To what extend do you think the product fits to the Brand X?(-4 = not at all, 4 = very well)(Chakravarti/MacInnis/Nakamoto, 1990)Measured by the following scale items::good/bad, like/dislike, attractive/unattractive, likeable/dislikable, high quality/poor quality (9-point scale)(Hanson/Biehal, 1995)What is your opinion regarding Brand X on each of thefollowing attributes?1. trendy, 2. modern, 3. cute, 4. creative, 5. fancy(-4 = not applicable, 4 = applicable)(Mäder, 2005)Operationalisation of dependent variablesExperiment 1:a= 0,95Experiment 1:a= 0,89Experiment 2:a= 0,88––Experiment 3:Before-Measurement:a= 0,90After-Measurement:a= 0,91Experiment 3:Before-Measurement :a= 0,93After-Measurement :a= 0,96
Page 1 and 2: LIMITED EDITIONS -EVALUATION AND RE
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Page 5 and 6: 5and Mason, 2007). Within the scope
Page 7 and 8: 72004; Shiv and Huber, 2000). The m
Page 9 and 10: 9REFERENCESAmaldoss W, Jain S. Trad
Page 11 and 12: Van Trijp HCM, Hoyer WD, Inman J. W
Page 13: 133,0000Perceived Novelty2,50502,00

Esch, Franz-Rudolf, Winter, Kai, Limited Editions

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