Picture water droplets

Developing mathematical theories of the physical world: Open Access research on fluid dynamics from Strathclyde

Strathprints makes available Open Access scholarly outputs by Strathclyde's Department of Mathematics & Statistics, where continuum mechanics and industrial mathematics is a specialism. Such research seeks to understand fluid dynamics, among many other related areas such as liquid crystals and droplet evaporation.

The Department of Mathematics & Statistics also demonstrates expertise in population modelling & epidemiology, stochastic analysis, applied analysis and scientific computing. Access world leading mathematical and statistical Open Access research!

Explore all Strathclyde Open Access research...

Identifying and measuring knowledge transfer in the consumer new brand purchase decision

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 1049-6483

Full text not available in this repository. Request a copy from the Strathclyde author

Abstract

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.