Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Analysing The Impact Of Buyers' Personality Constructs On The Market Structure Of Brands., Polymeros Chrysochou, Athanasios Krystallis, Cam Rungie
Analysing The Impact Of Buyers' Personality Constructs On The Market Structure Of Brands., Polymeros Chrysochou, Athanasios Krystallis, Cam Rungie
Polymeros Chrysochou
In order to operationalize brand loyalty, various models have been applied that estimate brand measures and further describe patterns and the structure of the markets. A well known model in this area is the Dirichlet-NBD model. Despite major advancements to those models, how buyers' characteristics and psychographics influence actual brand measures and the overall market structure in repeat purchase occasions is still under-researched. Moreover, measuring the type and magnitude of buyer-related effects on brand loyalty could provide additional valuable information to brand managers. Aim of this paper is to provide an approach of estimating the effect that various personality constructs …
Health And Branding: Insights From An Exploratory Study On The Danish Food Industry, Klaus G. Grunert, Tino Bech-Larsen, Polymeros Chrysochou, Thomas B. Anker
Health And Branding: Insights From An Exploratory Study On The Danish Food Industry, Klaus G. Grunert, Tino Bech-Larsen, Polymeros Chrysochou, Thomas B. Anker
Polymeros Chrysochou
No abstract provided.