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Research papers

Attitudinal & behavioral convergence

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,...

Catalogue: Brandmatters 2006
Authors: Manjima Khandelwal, Bruce Humbert
Company: Nielsen
February 8, 2006
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Citation

Khandelwal and Humbert (2006a, February 08). Attitudinal & behavioral convergence. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/attitudinal-behavioral-convergence