Brand search

R.J.A. van der Lans

Research output: ThesisDoctoral Thesis

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Abstract

Consumers frequently buy the products they find most easily. This has forced manufacturers and retailers to invest in package design, shelf layouts, and expensive advertising campaigns to facilitate findability of their products. Surprisingly, there is no research in marketing that investigates how consumers localize products, which we call brand search. This dissertation investigates the brand search process and develops a statistical model that describes the eye movements of consumers while they are searching for a specific product. The proposed model uncovers the search strategies of consumers and suggests which marketing tools manufacturers and retailers may use to influence this process.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Tilburg University
Supervisors/Advisors
  • Wedel, M., Co-promotor, External person
  • Pieters, Rik, Promotor
Award date16 Jun 2006
Place of PublicationTilburg
Publisher
Print ISBNs9056681672
Publication statusPublished - 2006

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Retailers
Consumer products
Marketing tools
Statistical model
Eye movements
Advertising campaign
Marketing
Search strategy
Layout

Cite this

van der Lans, R. J. A. (2006). Brand search. Tilburg: CentER, Center for Economic Research.
van der Lans, R.J.A.. / Brand search. Tilburg : CentER, Center for Economic Research, 2006. 156 p.
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}

van der Lans, RJA 2006, 'Brand search', Doctor of Philosophy, Tilburg University, Tilburg.

Brand search. / van der Lans, R.J.A.

Tilburg : CentER, Center for Economic Research, 2006. 156 p.

Research output: ThesisDoctoral Thesis

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T1 - Brand search

AU - van der Lans, R.J.A.

PY - 2006

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N2 - Consumers frequently buy the products they find most easily. This has forced manufacturers and retailers to invest in package design, shelf layouts, and expensive advertising campaigns to facilitate findability of their products. Surprisingly, there is no research in marketing that investigates how consumers localize products, which we call brand search. This dissertation investigates the brand search process and develops a statistical model that describes the eye movements of consumers while they are searching for a specific product. The proposed model uncovers the search strategies of consumers and suggests which marketing tools manufacturers and retailers may use to influence this process.

AB - Consumers frequently buy the products they find most easily. This has forced manufacturers and retailers to invest in package design, shelf layouts, and expensive advertising campaigns to facilitate findability of their products. Surprisingly, there is no research in marketing that investigates how consumers localize products, which we call brand search. This dissertation investigates the brand search process and develops a statistical model that describes the eye movements of consumers while they are searching for a specific product. The proposed model uncovers the search strategies of consumers and suggests which marketing tools manufacturers and retailers may use to influence this process.

M3 - Doctoral Thesis

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van der Lans RJA. Brand search. Tilburg: CentER, Center for Economic Research, 2006. 156 p. (CentER Dissertation Series).