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Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-experiment Analysis

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  • Rajagopal

    ()
    (Tecnológico de Monterrey, Campus Ciudad de México)

Abstract

The belief that individual difference in brand preference or choice behavior are caused by personality differences has not always been supported by empirical research. The experiment on the variety seeking behavior of consumers, discussed in this paper argues that although consumers are seeking novelty and unexpectedness in a brand that they have not bought before, their purchase will be selective, in reference to the empirical investigation. The perceptions on brand name in reference to brand risk and brand differences have been the prime factors in making buying decision for new brands among the consumers. Consumers also ascertain the brand name associated with the unfamiliar brands as they feel high risk averse and entangle in decision making with perceived brand differences. The paper discusses the influence of advertising, brand name, variety seeking behavior and customer value towards making buying decisions. The study has been divided into four experiments carried out in reference to retail business environment in Mexico.

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File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2006-01-MKT.pdf
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Bibliographic Info

Paper provided by Tecnológico de Monterrey, Campus Ciudad de México in its series Marketing Working Papers with number 2006-01-MKT.

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Date of creation: Aug 2006
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Handle: RePEc:ega:wpaper:200601

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Web page: http://www.ccm.itesm.mx/egap/
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Keywords: Advertising; media communication; brand extension; customer value; cognitive behavior; decision making;

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  1. Cani�ls; M.C.J. & Verspagen; B., 1999. "Spatial distance in a technology gap model," Eindhoven Center for Innovation Studies (ECIS) working paper series 99.10, Eindhoven Center for Innovation Studies (ECIS).
  2. Lynne M. Pepall, 2002. "The Simple Economics of Brand Stretching," The Journal of Business, University of Chicago Press, vol. 75(3), pages 535-552, July.
  3. Paul Ingenbleek & Marion Debruyne & Ruud T. Frambach & Theo M. M. Verhallen, 2003. "Successful New Product Pricing Practices: A Contingency Approach," Marketing Letters, Springer, vol. 14(4), pages 289-305, December.
  4. Swaminathan, Vanitha, 2003. "Sequential brand extensions and brand choice behavior," Journal of Business Research, Elsevier, vol. 56(6), pages 431-442, June.
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