Chen, J. and Paliwoda, S. (2006) Identifying and measuring knowledge transfer in the consumer new brand purchase decision. Journal of Euromarketing, 15 (3). pp. 51-72. ISSN 1049-6483Full text not available in this repository.
In the purchase decision of a new brand from a multibranding firm, a consumer is likely to rely upon what he/she knows about the company to make an initial judgement. This paper attempts to explore how established consumer knowledge influences the consumer's new brand purchase intention and how the knowledge transfer can be moderated by some product characteristics. In this research, consumer knowledge is conceptualised by two variables, Category Expertise Belief and Category Association Belief, and product characteristics are measured by Product Sign Value and Product Pleasure Value. The research findings will help the brand manager understand how to shape and take advantage of consumer knowledge to facilitate consumer acceptance of a new brand.
|Keywords:||knowledge transfer, new brand purchase decision, consumer behavior expertise and category association belief, China, Marketing. Distribution of products|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||20 Nov 2007|
|Last modified:||12 Sep 2012 13:30|
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