Can McDonald's food ever be considered healthful? Metacognitive experiences affect the perceived understanding of a brand

Journal of Marketing Research

Volumn 46, Issue 2, 2009, Pages 222-233

  Lee, Kyoungmi ^a   Shavitt, Sharon ^b  

^a KANSAS STATE UNIVERSITY   (United States)

^b UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

Brand understanding; Established brands; Fluency; Metacognitive experience; Need for closure

Indexed keywords

EID: 64749098328     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.46.2.222     Document Type: Article

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