haku: @author Shultz, C. / yhteensä: 2
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| Tekijä: | Schmitt, B. Shultz, C. |
| Otsikko: | Situational effects on brand preferences for image products |
| Lehti: | Psychology and Marketing
1995 : AUG, VOL. 12:5, p. 433-446 |
| Asiasana: | BRANDS STRATEGY CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the study was to provide evidence for the influence of situational variables on consumer preferences toward the image product of men's fragrances, and to illustrate how these situational variables can be used to create positioning strategies. Male and female subjects provided purchasing preference ratings for, and rated each cologne on, a number of scales related to price, brand image and packaging, scent and inferred characteristics of the typical consumer. |
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