Brand familiarity and confidence as determinants of purchase intention: an empirical test in a multiple brand context

Article Abstract:

Consumers' familiarity with and confidence in a particular brand determine the purchase of a product. Confidence in a brand may either be based on knowledge or by choice. Knowledge confidence is based on what the consumer knows about the product, while choice confidence is based on familiarity with the product. Familiarity and confidence also impact on consumer attitude toward other products and consumer brand evaluation. All these factors influence intention to buy.

Market Research, Social aspects, Brand choice

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A model of consumer response to two retail sales promotion techniques

Article Abstract:

The study aims to define the consumerEs deal usage process and to examine the potential influences of traits and self-perception variables on this process. Further a contrast between two different promotional tools, coupons and two-for-one promotions, supposed to trigger different promotional responses.

Sales Promotion, Methods, Analysis, Sales promotions

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A cross-cultural study of in-store information search strategies for a Christmas gift

Article Abstract:

Research is presented concerning the use of in-store sources of information during Christmas shopping by Franco- and Anglo-Canadians. The variables which influence the search for a gift for both cultural groups are discussed.

Consumer Behavior, Marketing, Christmas business, In-store departments

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