Brand Choice
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Author |
: G. Foxall |
Publisher |
: Springer |
Total Pages |
: 312 |
Release |
: 2007-06-27 |
ISBN-10 |
: 9780230596733 |
ISBN-13 |
: 0230596738 |
Rating |
: 4/5 (33 Downloads) |
Synopsis The Behavioral Economics of Brand Choice by : G. Foxall
This text presents a cutting edge approach to the analysis of brand choice, relevant to marketing practice and social science. This analysis reveals the causes of consumer choice that underlie brand selection; the role of price and non-price elements of marketing; a new way of describing the structure of markets and analyzing consumer behaviour.
Author |
: Emilio Morales |
Publisher |
: |
Total Pages |
: 0 |
Release |
: 2012 |
ISBN-10 |
: 0415896983 |
ISBN-13 |
: 9780415896986 |
Rating |
: 4/5 (83 Downloads) |
Synopsis Marketing Without Advertising by : Emilio Morales
'Marketing Without Advertising' analyzes the role, narratives, and behaviour of consumption in Cuba since 1959. It documents how consumer behaviour has changed ssince the pre-revolutionary period, with special focus on the early 1990s.
Author |
: Randolph J. Trappey |
Publisher |
: Springer |
Total Pages |
: 269 |
Release |
: 2004-11-23 |
ISBN-10 |
: 9780230514201 |
ISBN-13 |
: 0230514200 |
Rating |
: 4/5 (01 Downloads) |
Synopsis Brand Choice by : Randolph J. Trappey
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.
Author |
: Seth Godin |
Publisher |
: Penguin |
Total Pages |
: 241 |
Release |
: 2012-04-24 |
ISBN-10 |
: 9781591845331 |
ISBN-13 |
: 1591845335 |
Rating |
: 4/5 (31 Downloads) |
Synopsis All Marketers are Liars by : Seth Godin
The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions for every marketer: “What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?” All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true. As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”
Author |
: Russell S Winer |
Publisher |
: World Scientific |
Total Pages |
: 529 |
Release |
: 2014-06-27 |
ISBN-10 |
: 9789814596497 |
ISBN-13 |
: 9814596493 |
Rating |
: 4/5 (97 Downloads) |
Synopsis The History Of Marketing Science by : Russell S Winer
The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.
Author |
: Beat Meier |
Publisher |
: Springer Nature |
Total Pages |
: 109 |
Release |
: 2019-09-26 |
ISBN-10 |
: 9783658280147 |
ISBN-13 |
: 365828014X |
Rating |
: 4/5 (47 Downloads) |
Synopsis Brand Choice and Loyalty by : Beat Meier
By analyzing a large car registration dataset, Beat Meier shows various aspects of consumer behavior in the context of durable goods. He thereby isolates various influences on purchase decisions, e.g. the brand owned before, the price, and demographic variables. Furthermore, he investigates the short-term effects of tax incentives and reputation shocks on brand choice and brand loyalty. The dataset used is very unique and allows a longitudinal examination of the cars owned by a person. This permits to gain insights on consumer behavior of durable goods that are relatively expensive and bought infrequently.
Author |
: Andrew A. Mitchell |
Publisher |
: Psychology Press |
Total Pages |
: 359 |
Release |
: 2013-06-17 |
ISBN-10 |
: 9781134756988 |
ISBN-13 |
: 1134756984 |
Rating |
: 4/5 (88 Downloads) |
Synopsis Advertising Exposure, Memory and Choice by : Andrew A. Mitchell
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Author |
: |
Publisher |
: |
Total Pages |
: 560 |
Release |
: 1977 |
ISBN-10 |
: MINN:31951D002919171 |
ISBN-13 |
: |
Rating |
: 4/5 (71 Downloads) |
Synopsis Selected Aspects of Consumer Behavior by :
Author |
: Hika Debela |
Publisher |
: GRIN Verlag |
Total Pages |
: 97 |
Release |
: 2021-08-23 |
ISBN-10 |
: 9783346470164 |
ISBN-13 |
: 3346470164 |
Rating |
: 4/5 (64 Downloads) |
Synopsis Factors Affecting Brand Preference. The Case of Beer Brands in Nekemte Town, Ethiopia by : Hika Debela
Master's Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3.65, Wollega University, course: Marketing Management, language: English, abstract: Now a day’s marketers are struggling to increase their brand preferences by customers and trying to avoid competitors from grabbing of these acquired customers mind. The purpose of this study was aimed to examine the factors affecting consumer brand preference of beer products in Nekemte Town. The study tried to identify the influence of eight determinant factors of brand preference on beer consumers. This study adopted explanatory research design supported with deductive research approach. The population of the study comprised beer consumers in the town. Convenience and purposive sampling techniques were used to trace the final respondents. Data was collected from 351 respondents by using a five-point likert scale structured questionnaire. Correlation and regression analysis techniques were employed to calculate the magnitude of association among the study variables and to determine the percentage of change caused by the explanatory variables on brand preference. The finding from the association analysis reveals that the explanatory variables were statistically significant and associated with consumers brand preference for beer products in Nekemte town. However, the finding from the causation analysis reveals that four predicting factors i.e. product price, product availability, situational variations and social media were statistically significant and their coefficient of determination (R2) equals to 0.627, which indicates that 62.7% of the variation that occurred in the consumer’s preference of beer brands was explained by the model, while the remaining perceived quality, promotion, social factors and brand image were statistically insignificant at (P
Author |
: Michigan State University. Agricultural Experiment Station |
Publisher |
: |
Total Pages |
: 646 |
Release |
: 1922 |
ISBN-10 |
: UCAL:B2962840 |
ISBN-13 |
: |
Rating |
: 4/5 (40 Downloads) |
Synopsis Annual Report by : Michigan State University. Agricultural Experiment Station