haku: @indexterm Brands / yhteensä: 1643
viite: 283 / 1643
| Tekijä: | Woodside, A. G. Uncles, M. D. |
| Otsikko: | How behavioral primacy interacts with short-term marketing tactics to influence subsequent long-term brand choice |
| Lehti: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 229-240 |
| Asiasana: | brands consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | Behavioral primacy is found when consumers used to repeat-buy the first brand that they purchased more often than other brands that are available, bought and used in the same purchase environment. This study takes a look at the behavioral primacy effect: buying a brand in the first week has a significant impact on the future purchasing behavior of subjects. The findings support the view by marketers that it is important for consumers to try their brand first. |
SCIMA