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How do disruptions to physical and mental availability of brands affect consumer behaviour? /

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dc.contributor.authorFaghidno, Sahar
dc.contributor.schoolUniversity of South Australia. Ehrenberg-Bass Institute for Marketing Science.
dc.contributor.schoolEhrenberg-Bass Institute for Marketing Science.
dc.date.issued2019
dc.description1 ethesis (xii, 161 pages) :
dc.descriptionillustrations (some colour)
dc.descriptionIncludes bibliographical references (pages 153-161)
dc.description.abstractVarious 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.
dc.description.dissertationThesis (Masters by research(Marketing and related studies))--University of South Australia, 2019.
dc.identifier.urihttps://hdl.handle.net/11541.2/141407
dc.language.isoen
dc.provenanceCopyright 2019 Sahar Faghidno.
dc.subjectphysical and mental availability;consumer behaviour
dc.subject.lcshConsumer behavior
dc.subject.lcshConsumer behavior
dc.subject.lcshImmigrants
dc.subject.lcshMinority consumers
dc.titleHow do disruptions to physical and mental availability of brands affect consumer behaviour? /
dc.title.alternativeHow do disruptions to physical and mental availability of brands affect consumer behavior
dc.typethesis
dcterms.accessRights506 0#$fstar $2Unrestricted online access
ror.fileinfo12194959890001831 13194959880001831 Faghidno, Sahar - Thesis
ror.mmsid9916383711801831

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