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Open Access research with a European policy impact...

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 European Policies Research Centre (EPRC).

EPRC is a leading institute in Europe for comparative research on public policy, with a particular focus on regional development policies. Spanning 30 European countries, EPRC research programmes have a strong emphasis on applied research and knowledge exchange, including the provision of policy advice to EU institutions and national and sub-national government authorities throughout Europe.

Explore research outputs by the European Policies Research Centre...

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

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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.