Measurement of Consumers’ Prior Brand Information
Open Access
- 1 August 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 9 (3) , 258-263
- https://doi.org/10.1177/002224377200900303
Abstract
This study attempted to determine the feasibility of quantitatively measuring consumers’ prior brand information. A measurement procedure based on the Bayesian concept of a prior distribution is presented, and its use by a sample of husband-wife dyads is discussed.Keywords
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