haku: @indexterm PRODUCT INVOLVEMENT / yhteensä: 20
viite: 13 / 20
| Tekijä: | Schmalen, H. Lang, H. |
| Otsikko: | Hybrides Kaufverhalten und das Definitionskriterium des Mehrproduktfalls |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
1998 : VOL. 20:1, p. 5-13 |
| Asiasana: | SHOPPING INDIVIDUAL BEHAVIOUR PURCHASING PRODUCT INVOLVEMENT |
| Kieli: | ger |
| Tiivistelmä: | A single individual's simultaneously making expensive, good-value and low priced purchases (cross-shopping behaviour) is first theoretically accounted for referring to the involvement constructs "purchase involvement" and "product involvement". The empirical verification is conducted on the basis of a survey on the purchase of sneakers and hi-fi equipments. For both products all facets of cross-shopping behaviour occur, that an individual exhibits different products, and that this can be explained by the specific involvement structure existing in the individual case. |
SCIMA