The Behavioral Economics of Brand Choice
| By: | G. Foxall; Jorge M. Olivera-Castro; Teresa C. Schrezenmaier; V. James |
| Publisher: | Springer Nature |
| Print ISBN: | 9780230006836 |
| eText ISBN: | 9780230596733 |
| Edition: | 0 |
| Copyright: | 2007 |
| Format: | Page Fidelity |
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This text presents a cutting edge approach to the analysis of brand choice, relevant to marketing practice and social science. This analysis reveals the causes of consumer choice that underlie brand selection; the role of price and non-price elements of marketing; a new way of describing the structure of markets and analyzing consumer behaviour.