TY - JOUR
AU1 - Day, George S.
AU2 - Deutscher, Terry
AB - A reinterview study showed that awareness and attitudes toward major appliance brands were only weakly related to subsequent brand choices. Such attitudes are formed mainly through a process of learning without involvement, and are particularly susceptible to change during the period of active search prior to the purchase decision. A significant exception was the group of brands using a full line strategy, supported by national advertising, where prior attitudes had a significant relationship with the brand chosen.
TI - Attitudinal Predictions of Choices of Major Appliance Brands
JF - Journal of Marketing Research
DO - 10.1177/002224378201900203
DA - 1982-05-01
UR - https://www.deepdyve.com/lp/sage/attitudinal-predictions-of-choices-of-major-appliance-brands-jgyD6Y1jN2
SP - 192
EP - 198
VL - 19
IS - 2
DP - DeepDyve
ER -