Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-experiment Analysis
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More about this item
Keywords
Advertising; media communication; brand extension; customer value; cognitive behavior; decision making;All these keywords.
JEL classification:
- D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
NEP fields
This paper has been announced in the following NEP Reports:- NEP-DCM-2006-10-14 (Discrete Choice Models)
- NEP-KNM-2006-10-14 (Knowledge Management and Knowledge Economy)
- NEP-MKT-2006-10-14 (Marketing)
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