When and how brands affect importance of product attributes in consumer decision process

Application of qualitative research in management (why, when and how)

Application of qualitative research in management (why, when and how) Qualitative research has been increasingly used in all sciences. In this paper we will discuss about the applications of qualitative research methods in management sciences. The differences between quantitative and qualitative researches will be clarified and the statistical methods which are suitable for such researches will...

How music modifies first impressions of product endorsers and brands

Incompatibility, Product Attributes and Consumer Welfare: Evidence from ATMs

Incompatibility in market with network effects reduces consumers’ ability to “mix and match” components offered by different sellers, but can also spur changes in product attributes that might benefit consumers. In this paper, we estimate the effects of incompatibility on consumers in a classic hardware/software market: ATM cards and machines. We find that ATM fees ceteris paribus reduce the ne...

Investigating of Product Attributes and Their Affect on Overall Satisfaction

The purpose of this study is to determine which attributes are important for choosing household personal shampoo. Using our results, we develop two impact measures of customer satisfaction. In the first approach, the relationship between positiveor negative-attribute product performance and overall satisfaction is assumed to be linear and symmetric. In this case, positive or negative product at...

The consumer psychology of brands

This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (ident...