Modelling probabilistic aspects of brand recall: the case of internet purchases

Athiyaman, Adee (2004) Modelling probabilistic aspects of brand recall: the case of internet purchases. In: Proceedings of the American Society of Business and Behavioural Sciences (ASBBS) (11), pp. 56-63. From: Eleventh Annual Meeting of the American Society of Business and Behavioural Sciences (ASBBS), 19-22 February 2004, Las Vegas, NV, USA.

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Abstract

This paper is an attempt at analysis and extending the "brand name recall" model discussed by Hutchinson, Raman and Mantrala (1994) (hereafter HRM). The paper is organised as follows: Section I assesses the theoretical and managerial contributions of HRM's work, Section II highlights assumptions and limitations, if any, of the HRM's model, Section III extends HRM's work by presenting an intermediate and an aggregate level model of brand name recall, Section IV continues with the model extension task by discussing additional factors that could be incorporated in the model, and finally, Section V discusses a consumer behavior model specific to internet purchases: specifically, consumer information acquisition activities.

Item ID: 27122
Item Type: Conference Item (Refereed Research Paper - E1)
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Date Deposited: 16 Aug 2017 03:49
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement @ 80%
08 INFORMATION AND COMPUTING SCIENCES > 0805 Distributed Computing > 080505 Web Technologies (excl Web Search) @ 20%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9002 Property, Business Support Services and Trade > 900204 Wholesale and Retail Trade @ 50%
89 INFORMATION AND COMMUNICATION SERVICES > 8901 Communication Networks and Services > 890199 Communication Networks and Services not elsewhere classified @ 50%
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