Ratneshwar, S.

brand brand names condition quality subject packaging consumer product accuracy experience judgment study research memory taste quality judgments price brand cues alphabet names condition stimuli marketing / intern association information journal differentiation names condition discrimination consumption color price information consumption experiences shape alphabet difference juice brand name consumer research effect price information condition packaging condition result contrast extrinsic extrinsic cues quality differences warlop brand equity packaging shapes confusion objective taste quality objective control memory-based quality judgments packaging colors measure intern 27–44 index delay brand associations taste quality retrieval inference quality discrimination index interference taste test advertising water equity process trademark experiment bottle fruit juices extrinsic brand cues consumption experience brand names condition category session