How do disruptions to physical and mental availability of brands affect consumer behaviour? /
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(Published version)
Date
2019
Authors
Faghidno, Sahar
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Type:
thesis
Citation
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Abstract
Various research studies show that brands with high physical and mental availability have high market shares (Sharp, 2010a, Ehrenberg et al., 1997, Farris et al., 1989). Changes in these two factors are very likely to affect consumer brand choices and the subsequent market shares of those brands. Understanding how and under what conditions changes in mental and physical availability affect consumer brand buying is crucial, and therefore, the focus of this thesis. Building upon the study by Bronnenberg et al. (2012), this thesis examines international migrants’ purchase behaviour (i.e. how their brand buying changes once they move countries) in comparison to locals’ purchasing behaviour.
School/Discipline
University of South Australia. Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Dissertation Note
Thesis (Masters by research(Marketing and related studies))--University of South Australia, 2019.
Provenance
Copyright 2019 Sahar Faghidno.
Description
1 ethesis (xii, 161 pages) :
illustrations (some colour)
Includes bibliographical references (pages 153-161)
illustrations (some colour)
Includes bibliographical references (pages 153-161)
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