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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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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.