## Abstract This study investigates the role of consideration sets in brand choice. Brandβlevel 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
β¦ LIBER β¦
The moderating effects of product involvement on situational brand choice
β Scribed by Xue, Fei
- Book ID
- 121487050
- Publisher
- Emerald Group Publishing Limited
- Year
- 2008
- Tongue
- English
- Weight
- 137 KB
- Volume
- 25
- Category
- Article
- ISSN
- 0736-3761
No coin nor oath required. For personal study only.
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This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly