Title

Brand-Assortment as an Analytical Concept for the Study of Consumer Brandchoice Behavior: An Exploratory Study

Date of Award

1969

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Business Administration

Advisor(s)

Richard R. Still

Abstract

The main purpose of this study is to investigate the diagnostic and predictive qualities of a brand loyalty model for frequently purchased goods, i.e. groceries, house- and personal-care products, that defines loyalty as multi-brand rather than ini-brand. The new methodological concept advanced here is "assortment stability," which, as many other revolutionary ideas in marketing theory was first expoused by Alderson (1965, p. 38). -- from preface.

Contents: I. A theoretical framework for consumer behavior analysis -- II. Brand loyalty -- III. Brand assortment -- IV. Research design and procedures -- V. Analysis

Access

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