Abstract:

Traditional research approaches challenge marketers to compile data from various sources for an integrated perspective of brand dynamics. Through a case study the paper demonstrates it is possible to integrate attitudes and purchasing behaviors, creating a more holistic diagnosis of brand health. Specifically, it connects the dots between what consumers think about brands, decision rules used to choose between brands, shopping modality (scrutiny shopping mode or habitual autopilot), in-store and pre-store influences impinging on choice, and finally what consumers buy in the store in order to develop a strategic road map for the brand.