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Moderating role of involvement in building a retail brand

✍ Scribed by Ahlert, D.; Swoboda, Bernhard; Haelsig, Frank; Schramm‐Klein, Hanna; Morschett, Dirk

Book ID
118750695
Publisher
Emerald Group Publishing Limited
Year
2009
Tongue
English
Weight
143 KB
Volume
37
Category
Article
ISSN
0959-0552

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## Abstract This study investigates the role of consideration sets in brand choice. Brand‐level aggregated data are used to capture the responses of consumers who face a number of international and domestic brands in markets rather than two or three brands in experimental designs, as in Chaudhuri a