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| Author: | Mathur, A. Moschis, G. P. Lee, E. |
| Title: | Life events and brand preference changes |
| Journal: | Journal of Consumer Behaviour
2003 : VOL 3:2, p. 129-141 |
| Index terms: | BRANDS CONSUMPTION MARKETING MIX |
| Language: | eng |
| Abstract: | Brand preference changes depends mainly on marketing mix factors, consumer characteristics and situational influences. This article presents resultant stress, changes in brand preferences and relationship between life events experienced by individuals. Article bases on theory and past research. Main point is to assess the lifestyle- and stressmediated effects of life events on brand preference changes. The author´s also propose a model which they test in this article. |
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