Expectancy-Value Model (of Brand Evaluation)
Marketing dictionary
Expectancy-Value Model (of Brand Evaluation)
a model used in the study of consumer decision processes to evaluate alternative brands. In this model, brand attributes are weighted; a consumer's beliefs about each brand's attributes are multiplied by the respective weights to produce a preference ranking of the alternatives. Other models of brand evaluation include the ideal brand model, the conjunctive model, the disjunctive model, the lexicographic model and the determinance model.
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