haku: @author Walsh, G. (et al.) / yhteensä: 3
viite: 2 / 3
| Tekijä: | Walsh, G. (et al.) |
| Otsikko: | Measuring consumer vulnerability to perceived product-similarity problems and its consequences |
| Lehti: | Journal of Marketing Management
2010 : FEB, VOL. 26:1-2, p. 146-162 |
| Asiasana: | cognitive processes products brand loyalty consumer behaviour United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | This article examines the increasing brand similarity that is likely to influence important consumer outcomes. A perceived product-similarity scale developed in Germany was administered to 220 consumers in the United Kingdom; the structuration equation modelling revealed that perceived product similarity significantly affects word-of-mouth but not brand loyalty. Additionally, cluster analysis identified three meaningful and distinct perceived product similarity groups. |
SCIMA