Abstract:
This study deals with the question "Does a relationship exist between image and purchase behaviour (in certain product fields)" or more strictly speaking: "Can the image be used as a variable to forecast purchase behaviour?". The image is defined here as the verbally reproduced subjective impression evoked in the consumer by a stimulus, in our case the brand. Three investigations dealing with aspects of the above question are discussed.
This could also be of interest:
Research Papers
Is the image concept of critical importance in modern market research? (German)
Catalogue: ESOMAR/WAPOR Congress 1967
Author: Andreas Winkler
 
August 1, 1967
Research Papers
The importance of market segmentation in market research
Catalogue: The European Marketing Research Review 1970
Author: Marie Strnadova
 
June 15, 1970
Research Papers
The importance of market research in marketing management
Catalogue: The European Marketing Research Review 1967
Author: Emilio Amal
 
August 1, 1967
