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THE SPECIFIC HYPOTHESES AND THEIR SIGNIFICANCE
THE RESEARCH METHODOLOGY
INTERPRETATION AND COMMENT
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advertising analysis of variance bottle Brand Choice brand loyalty brand loyalty develops brand name brand preferences brand selections brand switching brands of beer brands of products Chapter Chicago Tribune cognitive Cognitive Dissonance concept of brand confidence value considered consumer behavior cost cues to quality Cunningham development of brand dissonance empirical evaluation experiment experimental factors Family Branding favorite brand Frank frozen orange juice function higher priced brands homogeneous hypothesis independent variables indicated Journal of Marketing Kuehn Leavitt Lipstein loc.clt loyal buyers marketing management Marketing Research measure null hypothesis number of brands number of purchases Op.clt orange juice panel data particular brand perceived quality preferred brands probability of repurchasing product class product groups product perception product quality purchase decision relationship relevant revealed preference risk run length sample search behavior search process Segmentation significant six-pack strength of brand subjects sumer theory three brands trials Tucker variance accounted Weber's Law