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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

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The influence of the company name in consumer variety seeking

Chen, J. and Paliwoda, S.J. (2004) The influence of the company name in consumer variety seeking. Journal of Brand Management, 11 (3). pp. 219-231.

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Abstract

Research traditionally regards the product attribute as the determinant in consumers' variety seeking. Research has focused mainly on examining variety seeking in the brands used, and assumes that consumers can clearly appreciate the product attributes and identify the variety they need. Therefore these theories do not incorporate the influence of the company name in the consumers' decision to purchase a brand. It is believed, however, that consumers' information processing is different when purchasing an unknown brand. In this paper, an attempt is made to explore what factors affect consumers' reliance on the company name - that is, the name of the corporation alone - in their decision to purchase a brand that has not been previously purchased.