Etnocentrism effect in brand preferences
نویسندگان
چکیده
منابع مشابه
On Modeling Brand Preferences in Item Adoptions
In marketing and advertising, developing and managing brands value represent the core activities performed by companies. Successful brands attract buyers and adopters, which in turn increase the companies’ value. Given a set of user-item adoption data, can we infer brand effects from users adopting items? To answer this question, we develop the Brand Item Topic Model (BITM) that incorporates us...
متن کاملPhonetic symbolism and children’s brand name preferences
Purpose – Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has been shown to lead adults to prefer brand names whose phonetic attributes match product and/or brand featu...
متن کاملNew scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences
A core goal for marketers is effective segmentation: partitioning a brand's or product's consumer base into distinct and meaningful groups with differing needs. Traditional segmentation data include factors like geographic location, demographics, and shopping history. Yet, research into the cognitive and affective processes underlying consumption decisions shows that these variables can improve...
متن کاملDisentangling Preferences and Learning in Brand Choice Models
In recent years there has been a growing stream of literature in marketing and economics that models consumers as Bayesian learners. Such learning behavior is often embedded within a discrete choice framework which is then calibrated on scanner panel data. At the same time it is now accepted wisdom that disentangling preference heterogeneity and state dependence is critical in any attempt to un...
متن کاملEffects of Brand on Consumer Preferences: A study in Turkmenistan
Using a measurement model of brand name and consumer preferences, this study aims to investigate the effects of brand name on consumer preferences in Turkmenistan. This study sought to investigate specifically, the influence of brand name on consumer’s preferences by utilizing structural equation modeling (SEM) technique. Moreover, all possible correlations between these dimensions or domains o...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Pressacademia
سال: 2018
ISSN: 2146-7943
DOI: 10.17261/pressacademia.2018.885