Formation of consideration set and consumer decision-making process under brand extension signal

Jikyeong Kang, Y. Zhang

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    This research aims to understand consumers’ decision-making process under brand extension strategy which might work as signals in the marketplace. The proposed model utilises a consideration set theory working as the core element of the decision-making process in providing a better understanding of the impact of brand-related activities. More specifically, the proposed model combines perceived quality and perceived risk simultaneously to generate inclusion probability of consideration sets by utilising a Bayesian manner utility maximum model with dynamic structure.
    Original languageEnglish
    Title of host publicationAssociation for Consumer Research Annual Conference
    Place of PublicationUSA
    PublisherAssociation for Consumer Research
    Publication statusPublished - 2008
    EventAssociation for Consumer Research Annual Conference 2007 - Memphis, TN, USA
    Duration: 1 Jan 1824 → …

    Conference

    ConferenceAssociation for Consumer Research Annual Conference 2007
    CityMemphis, TN, USA
    Period1/01/24 → …

    Keywords

    • Brand Extension, Consumer Research, Decision-making

    Fingerprint

    Dive into the research topics of 'Formation of consideration set and consumer decision-making process under brand extension signal'. Together they form a unique fingerprint.

    Cite this