Consumer Perspectives of Brand Extension Effects: an Empirical Analysis of Buying Decision Patterns

Information inflow on brands and outflow through interpersonal communication may act as a device to coordinate consumer expectations of the purchasing decisions of other consumers in markets with consumption externalities. The paper attempts to emphasize the relationship between empirical and theoretical considerations in the information analysis of brand extensions on consumer behavior. Broadly the study focuses on analysis at the individual or micro-level and attempts to derive implications towards buying decisions on the extended brands analyzing the aggregate relationships.



Citation:

Dr. Rajagopal (2006) ,"Consumer Perspectives of Brand Extension Effects: an Empirical Analysis of Buying Decision Patterns", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 128-129.

Authors

Dr. Rajagopal, Monterrey Institute of Technology and Higher Education, ITESM, Mexico



Volume

LA - Latin American Advances in Consumer Research Volume 1 | 2006



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