Results 251 to 260 of about 323,712 (301)

Brand Equity, Brand Preference, and Purchase Intent

Journal of Advertising, 1995
Abstract The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of how brand value is created and what its precise effects are. This study explores some of the consequences of brand equity.
Cathy J. Cobb-Walgren, Cynthia A. Ruble, Naveen Donthu   +2 more
openaire   +1 more source

Brand Preference for Smartphones

2022
Turning luxury into a necessity is no longer a surprise. A simple cell phone with buttons in the nineties was an affordable luxury as part of the human premium. Today, a smartphone with a touch screen is a necessity for many people. The framework of preferences is set in the customer's mind to choose a product or service that offers a variety in it ...
Dinesh Tandon, Deepak Sood, Prerna Sood
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Brand preference being challenged

Journal of Brand Management, 2014
The past decade has witnessed significant shifts in both the macro and micro environments, which have impacted all forms of marketing. The main objective of this study is to examine whether consumers’ preference for manufacturer national brands today is as strong as it was, say, a decade ago.
Don E Schultz, Martin P Block, Vijay Viswanathan   +2 more
openaire   +1 more source

Self-Concept and Brand Preference

The Journal of Business, 1971
The basic purpose of this research is to empirically test one of the "self-evident" truths in contemporary theorizing about consumer behavior-that people go about purchasing one thing or another only if these things are consistent with, enhance, or in some other way fit well with the conception they have of themselves.
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Tobacco brand preference among Mexican adolescents

ijamh, 2011
Abstract Introduction: Advertising plays a major role in smoking behavior and forming brand preferences. Additionally, the most advertised tobacco brands have also been the most preferred. Maintaining brand loyalty in Latin America remains a priority for the tobacco industry.
Joshua H, West, P Cougar, Hall, Randy M, Page, Dennis R, Trinidad, Gordon B, Lindsay   +4 more
openaire   +2 more sources

Measuring Consumer Brand Preference

Journal of Farm Economics, 1967
A model is presented which quantifies the brand preferences motivating consumer purchases from supermarket displays. This method of studying brand preference uses the supermarket display as a laboratory for conducting controlled experiments. Price, quality of display space, point-of-sale merchandising, and display allocation are controlled to isolate ...
D. I. Padberg, F. E. Walker, K. W. Kepner   +2 more
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Consumer's brand preference over cyber brand and extension brand

International Journal of Trade and Global Markets, 2014
Recently, the rapid development of technology has provided many benefits to business players. Supported by that development such us invention of mobile phone and internet, caused a faster exchange of information. Also, the invention of the internet has made communication faster and cheaper.
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Predicting adolescents' apparel brand preferences

Journal of Product & Brand Management, 2012
Purpose – The purpose of this paper was to assess how adolescents' favorite apparel brand was related to congruency between brand image and three components of self concept (actual, ideal, ideal social). Predictors of the brand‐self concept congruency relationships were also examined.Design/methodology/approach – A questionnaire distributed to 300 high
Jongeun Rhee, Kim K.P. Johnson
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Physicians Prefer Brand Names

Journal of the American Pharmaceutical Association (Practical Pharmacy ed.), 1955
Abstract According to the director of prescription surveys for Abbott Laboratories, physicians choose brand names in preference to generic names to insure uniform quality and to meet Americans' preference for brand buying.
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The Evolution of Brand Preferences: Evidence from Consumer Migration [PDF]

American Economic Review, 2012
We study the long-run evolution of brand preferences, using new data on consumers' life histories and purchases of consumer packaged goods. Variation in where consumers have lived in the past allows us to isolate the causal effect of past experiences on current purchases, holding constant contemporaneous supply-side factors.
Bart J. Bronnenberg, Jean-Pierre H. Dube, Matthew Gentzkow   +2 more
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