Market behavior towards brand choice-multidimensional scaling approach |
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| Authors: | Chem L Narayana PhD |
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| Institution: | (1) University of Illinois at Chicago Circle, Chicago, USA |
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| Abstract: | A two-factor model of market behavior towards brand choice is developed and empirically tested. Even though the study is only
exploratory in nature, the results are encouraging in that the model seems to perform satisfactorily in understanding and
prediceint the market behavior towards brand choice. |
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| Keywords: | |
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