search query: @author Macdonald, E. / total: 5
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| Author: | MacDonald, E. Sharp, B. |
| Title: | Brand awareness effects on consumer decision making for a common, repeat purchase product: a replication |
| Journal: | Journal of Business Research
2000 : APR, VOL. 48:1, p. 5-16 |
| Index terms: | BUSINESS ECONOMICS PURCHASING CONSUMER PROTECTION |
| Language: | eng |
| Abstract: | This article is a replication of a study of Hoyer and Brown that used a controlled experiment to examine the role of brand awareness in the consumer choice process. The replication used the same methods, but with a different (but similar) product category, a larger sample, and a sample group that included experienced as well as inexperienced consumers. Results support the original study's findings that brand awareness is a dominant choice tactic among awareness group subjects. |
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