Randolph J. Trappey,
A. Woodside
Brand Choice
Revealing Customers' Unconscious-Automatic and Strategic Thinking Processes
Gebonden Engels 2004 9781403946416
Verwachte levertijd ongeveer 9 werkdagen
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, Reclame en verkoop, Marketing
Lezersrecensies
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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
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