The Passive Shopping Stage: Keeping in Mind Brand Encounters

摘要: In marketing practice, brand managers have to split their budgets between advertising efforts and sales promotions. This is a tough decision based on several factors including the type of product preferences target consumer. this study, consumer purchase making process conceptualized as continuum from passive shopping stage an active one. Advertising messages work during while promotion Utilizing panel data obtained respondents in five European countries, multiple categories were examined identify whether pre-purchase attitudes determine reliance either or messages. The author investigated patterns hold across countries categories. study also what extent category affected by aggregate satisfaction loyalty with brands available market that category.