Brand-Assortment as an Analytical Concept for the Study of Consumer Brandchoice Behavior: An Exploratory Study
Date of Award
Doctor of Philosophy (PhD)
Richard R. Still
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
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Seggev, Eliezer, "Brand-Assortment as an Analytical Concept for the Study of Consumer Brandchoice Behavior: An Exploratory Study" (1969). Business Administration - Dissertations. 84.