In search of the brand

  • Steenkamp, J.E.B.M., (Tutor)
  • van der Lans, R.J.A., (Principal Investigator)

    Project: Research project

    Description

    Consumers frequently need to locate a target brand among a large set of competing brands. The question is raised: "how do consumers search for a target brand from a set that is offered to them, and which factors influence search performance?" Surprisingly, little to no research in marketing has examined how consumers accomplish the task of locating a target brand from among the competition, which stages this search process is composed of, and which individual and stimulus factors influence the search process and outcomes (Alba and Hutchinson, 1987).
    Short titleIn search of the brand
    StatusFinished
    Effective start/end date1/09/011/09/05