Effects of coupons on brand categorization and choice processes of fast food in China
This study, first of all, tests the Brisoux-Laroche Brand Categorization Model and the Laroche Competitive Vulnerability Model in the context of the choice of fast-food restaurants in China. It also examines the effects of coupons on attitudes and intention of the two models. By supporting the hypo...
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| Format: | Others |
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2002
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| Online Access: | http://spectrum.library.concordia.ca/1749/1/MQ72893.pdf Huang, Qinchao <http://spectrum.library.concordia.ca/view/creators/Huang=3AQinchao=3A=3A.html> (2002) Effects of coupons on brand categorization and choice processes of fast food in China. Masters thesis, Concordia University. |