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Brand Evaluation and Brand Choice: A Longitudinal Study.
- Source :
- Journal of Marketing Research (JMR); Aug1973, Vol. 10 Issue 3, p235-241, 7p, 6 Charts
- Publication Year :
- 1973
-
Abstract
- An analysis is presented showing the association between a summated brand evaluation index and brands purchased over time. The summated index was no more predictive than simpler measures such as "brand last purchased" and a 7- point rating scale, although the summated index may have value as a diagnostic tool. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222437
- Volume :
- 10
- Issue :
- 3
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Research (JMR)
- Publication Type :
- Academic Journal
- Accession number :
- 5004863
- Full Text :
- https://doi.org/10.2307/3149690