Pioneer brand advantage and consumer behavior: A conceptual framework and propositional inventory |
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Authors: | Frank H Alpert Michael A Kamins |
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Institution: | (1) University of Southern California, USA;(2) the University of Missouri, St. Louis;(3) New York University, USA |
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Abstract: | What are the behavioral origins of pioneer brand advantage? This article provides an integrative conceptual framework and propositional inventory to help more fully understand this multifaceted phenomenon. It is proposed that there are three sources of entry-order information that work through various psychological processes and affect multiple decision process variables. The conceptual framework translates into eight testable propositions. New exploratory evidence is presented. Managerial implications are discussed. |
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