search query: @indexterm BRAND CHOICE / total: 192
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| Author: | |
| Title: | Judgements of brand similarity |
| Journal: | International Journal of Research in Marketing
1998 : JUL, VOL. 15:3, p. 249-268 |
| Index terms: | BRAND CHOICE CONSUMER CHOICE |
| Language: | eng |
| Abstract: | This article provides insight into the way consumers make pairwise similarity judgements between brands and how the familiarity with the brands, serial position of the pair in a sequence and the presentation format affect the judgements. Within the similarity judgement process both the formation of a consumer's mental similarity perception and the mapping of the judgement on the scale were examined. |
SCIMA