Brand Choice

Name: Brand Choice
Author: Randolph J. Trappey

Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes

Specificaties

Gebonden, blz. | Engels

Palgrave Macmillan UK | 2004

ISBN13: 9781403946416

Rubricering

Palgrave Macmillan UK e druk, 2004 9781403946416

€ 122,99

In winkelwagen

Levertijd ongeveer 9 werkdagen

Gratis verzonden

Samenvatting

Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.

Specificaties

ISBN13:9781403946416

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Reclame en verkoop, Marketing

Inhoudsopgave

Customer Thinking and Brand Choice Automatic-Unconscious Process Models of Primary Choice Customer Portfolio Analysis among Competing Retail Store Brands Automatic Thinking and Store Choices by Near and Distant Customers Modelling Bank Loyalty Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour The Role of Human Cognitive Ability (G) in Consumers' Automatic and Strategic Processing of Brands Conclusions and Implications for Future Research and Marketing Strategy