A Brand's Eye View of Response Segmentation in Consumer Brand Choice Behavior

• 1 February 1995
• journal article
• Published by JSTOR in Journal of Marketing Research
• Vol. 32  (1) , 66
• https://doi.org/10.2307/3152111

Abstract

Keywords

• CONSUMER BRAND
• BRAND'S EYE
• RESPONSE SEGMENTATION
• BRAND CHOICE
• CHOICE BEHAVIOR
• EYE VIEW