Brand manifestation and retrieval effects as drivers of buying behavior in Mexico

Abstract

This research addresses brand manifestation and its effects on purchase behavior of consumers. The discussion in the study fi lls an important knowledge gap by investigating the brand -consumer association considering economic, cognitive and relational variables that help consumers analyze the brands ' manifestation. The study proposes fi ve constructs that represent brand attractiveness, availability, awareness, quality and service association that explains how the relative importance of brands differs across purchase situations . On the basis of data from 231 respondents in Mexico, the study proposes an integrated branding perspective, which conceptualizes the co-construct between brand appearance and brand meaning among consumers. Finally, the implications of such an approach for future research and brand management are discussed.