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Additional info for Article-Innovative Marketing Strategies after Patent Expiry The case of Gsk-s Antibiotic Clamoxyl in France

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SUSCEP and Self-Monitoring to posited scale is self-monitoring The SUSCEP both with positively correlate with concerned is SUSCEP dimensions. identifying or enhancing one's image or selfconcept by using information from or conforming "selfSM is observations of others. to by guided self-control and observation situational cues to social appropriateness," (Snyder 1974, p. 526). mative dimensions of SUSCEP. Conclusions This study found strong support for the SUSCEP's factor Internal reliability and validity.

This matching process is referred to as self-image congruence. Thus, there are four types of self-image congruence models: actual selfcongruity, ideal self-congruity, social selfcongruity, ideal social self-congruity. The actual self-congruity model describes how tlw match between a consumer's actual self-image and a product image influences attitudes toward the product. V models predict consumer attitude/behavior relative to these respective forms of self-image. Introduction Self-image congruence models are based on a cognitive matching between the value expressive attributes of a given product which form the product's image and a consumer's self-image relative to those attributes.

Frontczak, Metropolitan State College Steven W. Hartley, University of Denver 33o "Attitudes of the Electorate Toward Political Advertising" Robert E. Hite, Kansas State University Cynthia Fraser, Kansas State University 335 "Top Advertisers Budgeting Methods in Canada" C. L. Hung, University of Calgary Douglas C. West, University of Calgary 34 1 "Defining and Measuring Company Image" Madeline Johnson, University of Houston-Downtown George M. Zinkhan, University of Houston 346 "Role Stereotypes in Television Advertisements" Peter W.

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