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Influence of Beer Brand Identification on Taste Perception
Ralph I. Allison and Kenneth P. Uhl
Journal of Marketing Research
Vol. 1, No. 3 (Aug., 1964), pp. 36-39
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150054
Page Count: 4
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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 of Marketing Research © 1964 American Marketing Association