The Effects of Competitive Cueing on Brand Extension Evaluation PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download The Effects of Competitive Cueing on Brand Extension Evaluation PDF full book. Access full book title The Effects of Competitive Cueing on Brand Extension Evaluation by Christopher D. Ferguson. Download full books in PDF and EPUB format.
Author: Christopher D. Ferguson
Publisher:
ISBN:
Category :
Languages : en
Pages : 110
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Book Description
Author: Christopher D. Ferguson
Publisher:
ISBN:
Category :
Languages : en
Pages : 110
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Book Description
![Competitive Effects on the Evaluation of Brand Extensions [microform] PDF](https://books.google.com/books/content/images/frontcover/TDvxuQEACAAJ?fife=w80-h100)
Author: Harish Chander Kapoor
Publisher: Library and Archives Canada = Bibliothèque et Archives Canada
ISBN: 9780494083369
Category : Brand name products
Languages : en
Pages : 444
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Book Description
Author: Barton A Weitz
Publisher: SAGE
ISBN: 9781412921206
Category : Business & Economics
Languages : en
Pages : 618
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Book Description
The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Author: Josep M. Galí
Publisher:
ISBN:
Category :
Languages : en
Pages : 17
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Book Description
Author: Ann Marie Barrier Little
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 204
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Book Description
Author: 蔡漢松
Publisher:
ISBN:
Category :
Languages : en
Pages : 252
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Book Description
Author: Xiaoli Nan
Publisher:
ISBN:
Category :
Languages : en
Pages : 190
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Book Description
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
Background: Previous studies on brand extension evaluation mostly used university students as research sample which led to some arguments on the accuracy of research result. Although some researches proved that the use of students as sample will not lead to research bias, they could not explain why still 1/3 of tested variables showed significant differences in their experiments. Purpose: Considering that consumers experience would influence their perception of similarity between parent brand and extended brands in the attitude transfer model, in which consumers evaluate brand extension, the study aims at examining whether the direct experience of research samples in parent brand will affect their attitude transfer from parent brand to extended products or not. Methodology: The study used a quantitative survey. Questionnaire was designed based on 4 pretests and translated into 4 languages. Data was collected through both online and offline means. PLS-SEM was applied to test the strengths of relationships between different constructs. PLS-MGA was used to assess the effect differences among sub-groups. Results: Results show that consumers direct experience has indirect effect on attitude transfer process through perceived fit. The moderation of perceived fit on attitude transfer from parent brand to new extensions only occurs in sample with direct experience. There is no direct effect of experience on the relationship of attitude transfer from parent brand to extension evaluation. Keywords: brand extension; brand extension evaluation, sample design, consumer direct experience, marketing strategy, perceived fit.
Author: Gregory S. Carpenter
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 564
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Book Description
Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course as well as a course or seminar on consumer behavior.
Author: Sharon Ng
Publisher: Oxford University Press
ISBN: 0199388539
Category : Psychology
Languages : en
Pages : 369
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Book Description
Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.
