Analyzing consumer orientations toward beverages through means–end chain analysis
作者:
Jonathan Gutman,
期刊:
Psychology&Marketing
(WILEY Available online 1984)
卷期:
Volume 1,
issue 3‐4
页码: 23-43
ISSN:0742-6046
年代: 1984
DOI:10.1002/mar.4220010305
出版商: Wiley Subscription Services, Inc., A Wiley Company
数据来源: WILEY
摘要:
AbstractThe choice of a brand, and most particularly a beverage type, depends on the consequences it produces for the beverage consumer. Means‐end chain theory provides an approach for linking product values. This article demonstrates a methodology for constructing hierarchical value structure maps for beverages in general and individually for several different types of beverages. The implications of this approach for creating advertising strategy are also demonstrated and discusse
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