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Influence of Beer Brand Identification on Taste Perception

Influence of Beer Brand Identification on Taste Perception As a company tries to find the factors accounting for strong and weak markets, typical consumer explanations for both tend to be in terms of the physical attributes of the product. Carling Brewing Company used a relatively inexpensive experiment to help dichotomize contributing influences as being either product or marketing oriented and, also, to indicate the magnitude of the marketing influence for various brands. The experiment involved the use of groups of beer drinkers that tasted (drank) and rated beer from nude bottles and from labeled bottles. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Influence of Beer Brand Identification on Taste Perception

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Publisher
SAGE
Copyright
© 1964 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224376400100305
Publisher site
See Article on Publisher Site

Abstract

As a company tries to find the factors accounting for strong and weak markets, typical consumer explanations for both tend to be in terms of the physical attributes of the product. Carling Brewing Company used a relatively inexpensive experiment to help dichotomize contributing influences as being either product or marketing oriented and, also, to indicate the magnitude of the marketing influence for various brands. The experiment involved the use of groups of beer drinkers that tasted (drank) and rated beer from nude bottles and from labeled bottles.

Journal

Journal of Marketing ResearchSAGE

Published: Aug 1, 1964

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