A model of inertia and variety-seeking with marketing variables

Article Abstract:

Utilization of a model that takes into consideration marketing variables, aside from inertia and variety-seeking behavior, revealed the presence of a significant inertial behavior among consumers. It also showed the insensitiveness of consumers with regards to price when the model was tested on canned tuna product category. On the other hand, a price-sensitive aspect of consumers was revealed when across-household unobserved heterogeneity was considered during the study.

Canned and cured fish and seafoods, Seafood Canning, Canned Tuna, Models, Analysis, Marketing, Marketing models

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Consumer attitude toward brand extensions: an integrative model and research propositions

Article Abstract:

An integrative model to identify the effects, moderators, mediators and control variables in the process of brand extension and the attitude of consumer toward it are evaluated.

Europe, Marketing procedures, Research Findings, Consumer Behavior, Evaluation, Influence, Marketing research, Consumer behaviour, Market research, Brand identity

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