Consumer brand choice and categorization processes in a post Soviet country : Kazakhstan
Two multi-brand models of consumer brand choice behavior have emerged and have been tested over the years and in a number of countries. The Brisoux-Laroche brand categorization model permits one to predict consumer brand choice by knowing the focal brand's location in a certain category or set...
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2002
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| Online Access: | http://spectrum.library.concordia.ca/1752/1/MQ72889.pdf Askarova, Lola <http://spectrum.library.concordia.ca/view/creators/Askarova=3ALola=3A=3A.html> (2002) Consumer brand choice and categorization processes in a post Soviet country : Kazakhstan. Masters thesis, Concordia University. |