Marketing Without Advertising: Brand Preference and Consumer Choice in Cuba
نویسندگان
چکیده
منابع مشابه
Advertising , Consumer Awareness and Choice :
Does advertising serve to (i) increase awareness of a product, (ii) increase the likelihood that the product is considered carefully, or (iii) does it shift consumer utility conditional on having considered it? We utilize a detailed data set on consumers’ shopping behavior and choices over retail bank accounts to investigate advertising’s effect on product awareness, consideration, and choice. ...
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ژورنال
عنوان ژورنال: The AAG Review of Books
سال: 2014
ISSN: 2325-548X
DOI: 10.1080/2325548x.2014.919154