CN EN
Advanced

A Brand-Contingent Weighting Model

Indexed by

ABDC-B

Abstract

We propose a brand-contingent weighting model in which attribute-importance is contingent upon (1) the competitive position of a brand, and (2) brand familiarity. Using real flight ticket purchase data, our dynamic multi-level model demonstrates that a consumer assigns different weights to the same attribute across brands, within one decision context.

Keyword

Author Community

[Park, Hyun Young] China Europe International Business School, China

[Chang, Sue Ryung] University of Georgia, USA


Related Article

Source

Advances in Consumer Research

ISSN:0098-9258

Year:2015

Issue:43

Volume:43

Page:801

Cited Count
W
Loading... 0
C
Loading...
Get Fulltext
Rights and Licenses
Related Keywords
Communities & Collections
Access Stats
Creative Commons Licence
The content of CEIBS Research Online is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0).