Brand choice in goal-derived categories : what are the determinants?
The common view of brand choice in consumer marketing is that brands compete against each other within a specified product category. For example, different coffee brands are compared and evaluated by consumers and the most preferred brand is selected. Is this the only adequate way of demonstrating h...
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| Format: | Doctoral Thesis |
| Language: | English |
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Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi
2003
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-569 http://nbn-resolving.de/urn:isbn:91-7258-612-5 |