Here is the synopsis of our sample research paper on Review of “Evaluative and Descriptive Response Patterns to Negative Image Attributes”. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
An 8 page paper assessing the research that this article describes. The concept is a good one, and the authors begin well. Their design breaks down, however, in the choices they offered to their study respondents. The paper also discusses validity and reliability in general terms, and then in terms specific to this single article. The researchers’ goals were admirable, but the methods they used in trying to achieve those goals appear to be less useful than they could have been. The bottom line here appears to be quite negative toward the authors’ work, but such is not the case at all. They provide inspiration for future research, approached differently than it was in their study. Bibliography lists 3 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmktgResRev.rtf
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Unformatted sample text from the term paper:
Winchester and Romaniuk (2003) write, "Given the rising interest in areas such as customer dissatisfaction (as opposed to customer satisfaction), it is perhaps surprising that, in
the same vein, more attention has not been paid to negative image attributes" (p. 21). These researchers state that research into brand image has been plentiful over the years,
but that most of that research focuses on the positive aspect of brand image while relatively little attention has been given to investigations focusing on negative brand image attributes.
In "Evaluative and Descriptive Response Patterns to Negative Image Attributes," Winchester and Romaniuk (2003) seek to "examine the relationship between negative brand image attributes
and usage replicated over different brands and attributes, in business and consumer markets" (p. 21). The purpose here is to assess the report of these researchers work. Research Focus
The researchers define brand image attributes as being "those pieces of information that are linked to the brand in consumer memory and thus
make up part of the brands image" (Winchester and Romaniuk, 2003; p. 21). These attributes can be from any source, including consumers own experience with the brand, word-of-mouth or
any other source of information about the brand, whether good or bad, whether directly promoted or not. Essentially, "Anything that is encountered with the brand may, if sufficiently processed,
become linked to the brand name in memory and thus become part of that brands image" (Winchester and Romaniuk, 2003; p. 21). There
are several standard definitions of brand attributes; Winchester and Romaniuk (2003) report that they used that of a specific researcher in that "de Chernatony (1993) classifies brand attributes on two
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