Abstract:
The inspiration for this monograph is the belief that consumer choice modelling is the core discipline of consumer marketing research. The simple need of our industry is to be able to predict and to explain the choices that consumers make. The focus of this monograph is on the brand because brand choice is the most difficult to model, depending as it does on overtly emotive criteria for choice. If we can explain and predict brand choice, then non-branded choice such as between product subcategories or product features, follows more easily.
Research Papers
Brand loyalty and equity
Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Ian D. Greig
 
June 15, 1998
Research Papers
Brand loyalty
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Ian D. Greig
 
September 1, 1996
Research Papers
Measuring the value of print advertising
Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Ian D. Greig
 
June 15, 1991
