Abstract
This paper examines the impact of Purchase Intentions and Brand Possession as predictors of actual Brand Choice in the context of major appliances. Individual as well as joint effects of the two indicators on Brand Choice is examined through a set of conceptual propositions. Predictive power of the two indicators are compared through a classificatory analysis scheme. An approach to developing composite indices to better predict brand choice is suggested.
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Krishnan, K., Menezes, D. (2015). Purchase Intentions and Brand Possession as Predictors of Brand Choice for Major Appliances. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_11
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DOI: https://doi.org/10.1007/978-3-319-16973-6_11
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16972-9
Online ISBN: 978-3-319-16973-6
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