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Open Access research which pushes advances in bionanotechnology

Strathprints makes available scholarly Open Access content by researchers in the Strathclyde Institute of Pharmacy & Biomedical Sciences (SIPBS) , based within the Faculty of Science.

SIPBS is a major research centre in Scotland focusing on 'new medicines', 'better medicines' and 'better use of medicines'. This includes the exploration of nanoparticles and nanomedicines within the wider research agenda of bionanotechnology, in which the tools of nanotechnology are applied to solve biological problems. At SIPBS multidisciplinary approaches are also pursued to improve bioscience understanding of novel therapeutic targets with the aim of developing therapeutic interventions and the investigation, development and manufacture of drug substances and products.

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The internal influence of three dimensional knowledge on consumer acceptance of a brand from the multi-branding firm

Paliwoda, S.J. and Chen, J. (2006) The internal influence of three dimensional knowledge on consumer acceptance of a brand from the multi-branding firm. In: 5th Annual Hawaii International Conference on Business, 2005-05-26 - 2005-05-29.

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Abstract

In the purchase decision of a new brand from a multi-branding firm, a consumer is likely to rely upon what he/she knows about the company to make an initial judgement of this new brand. This research is designed to explore how established consumer knowledge can influence 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 shall be helpful to brand managers who wish to shape and take advantage of consumer knowledge to expedite consumer acceptance of a new brand.