Abstract
In an earlier paper Narayana and Markin suggested that the relationship between consumer behavior and product performance can be most effectively explained by classifying existing brands into awareness and unawareness sets. This paper is a sequal to the earlier study. By using the same methodology and concentrating primarily on shopping and specialty goods, the authors have concluded that the Narayana-Markin model is applicable and conceptually sound.
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Holtor, Richard H., "The Distinction Between Convenience Goods, Shopping Goods, and Specialty Goods," Journal of Marketing 23:1 (July 1958), pp. 53–56;
Luck, David J., "On the Nature of Specialty Goods," Journal of Marketing 24:1 (July 1959), pp. 61–64;
Holton, Richard H., "What Is Really Meant by ‘Specialty’ Goods?" Journal of Marketing 24:1 (July 1959), pp, 64–66.
Narayana, Chem L. and Markin, Rom J., "Consumer Behavior and Product Performance: An Alternative Conceptualization," Journal of Marketing 39 (October 1975), pp. 1–6.
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© 2015 Academy of Marketing Science
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Samli, A.C., Riecken, G., Salmon, C.W. (2015). Narayana-Markin Consumer Behavior and Product Performance Model: A New Dimension. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_11
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DOI: https://doi.org/10.1007/978-3-319-10966-4_11
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