haku: @author L`on, J.L. / yhteensä: 1
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| Tekijä: | L`on, J.L. Olabarri, E. |
| Otsikko: | The validity of consumer predicting variables used in marketing research (Marktforschungsverfahren) |
| Lehti: | Marketing and Research Today
1993 : FEB, VOL. 21:1, p. 4-13 |
| Asiasana: | |
| Vapaa asiasana: | MARKTFORSCHUNG |
| Kieli: | eng |
| Tiivistelmä: | In this paper the authors present the findings of a longitudinal study among housewives. The purpose of the study was to establish the predictive capacity of interbrand consumption involving a series of variables or measuring instruments which have been traditionally used in market research, including brand salience, advertising recall, brand preference, multi-attribute attitudes and buying intentions. |
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