Article1972

A Measure of Brand Acceptance

23 citations0/0 files storedJournal of Marketing Research

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

A measure of brand acceptance involves a refinement of the usual stochastic model market prediction. Using this measure, the effect of consumer promotions and purchasing habits on brand acceptance is investigated and a brand health indicator is developed.

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References

1962Applied Statistical Decision Theory 1962Applied Statistical Decision Theory.1968Market Segmentation: Group versus Individual Behavior 1965The "Deal-Prone" Consumer 1969Effect of initial selling price on subsequent sales.1966Testing Brand - Switching Models 1964A Theory of Market Behavior After Innovation

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2019Effect of interactivity and congruence on brand advocacy and brand acceptance 1972A Model of Intermediate Market Response

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