A Brand-Contingent Weighting Model

Hyun Young Park, China Europe International Business School, China
Sue Ryung Chang, University of Georgia, USA
We propose a brand-contingent weighting model in which attribute-importance is contingent upon (1) the competitive position of a brand, and (2) brand familiarity. Using real flight ticket purchase data, our dynamic multi-level model demonstrates that a consumer assigns different weights to the same attribute across brands, within one decision context.
[ to cite ]:
Hyun Young Park and Sue Ryung Chang (2015) ,"A Brand-Contingent Weighting Model", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 801-801.