کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10493462 | 940419 | 2005 | 11 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Modeling the selection of fast-food franchises among Japanese consumers
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
چکیده انگلیسی
By linking the Brisoux-Laroche Model and the Extended Competitive Vulnerability Model, this study offers a more complete understanding of the brand choice process in the Japanese fast-food industry. The existence of the four sets of awareness, proposed by the Brisoux-Laroche Model of brand categorization, was first established using fast-food brands and then the causal relationships among brand cognition, attitude, confidence, and intention in each of the sets were examined. After finding direct effects among the constructs in the consideration, hold, reject, and foggy sets, the Extended Competitive Vulnerability Model was tested using the two most popular fast-food brands in consumers' consideration sets. Our results empirically validate the proposed model of brand competition, thus providing new insight into how consumers select one fast-food brand over another. Following a demonstration of the interrelatedness of brand evaluations, a discussion of our findings, with respect to brand management in the fast-food industry, ensues.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 58, Issue 8, August 2005, Pages 1121-1131
Journal: Journal of Business Research - Volume 58, Issue 8, August 2005, Pages 1121-1131
نویسندگان
Michel Laroche, Ikuo Takahashi, Maria Kalamas, Lefa Teng,