Determinants of private label attitude: [electronic resource] :: predicting consumers brand preferences using psychographics /: Stefanie Wei€ ; with a preface by Prof. Mag. Silvia S. Kucera.

Wei€, Stefanie,; Kucera, Mag. Silvia S.,

doi:10.1007/978-3-658-08672-5

Determinants of private label attitude [electronic resource] : predicting consumers brand preferences using psychographics / Stefanie Wei€ ; with a preface by Prof. Mag. Silvia S. Kucera.

Wei€, Stefanie, author.; Kucera, Mag. Silvia S., author of preface.

2015

HF5415.3 .W45 2015eb

Available Online

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Title

Determinants of private label attitude [electronic resource] : predicting consumers brand preferences using psychographics / Stefanie Wei€ ; with a preface by Prof. Mag. Silvia S. Kucera.

Author

Wei€, Stefanie, author.

ISBN

9783658086725 electronic book
3658086726 electronic book
9783658086718

DOI

https://doi.org/10.1007/978-3-658-08672-5

Published

Wiesbaden : Springer Gabler, [2015]

Copyright

Language

English

Description

1 online resource : color illustrations.

Item Number

10.1007/978-3-658-08672-5 doi

Call Number

HF5415.3 .W45 2015eb

Dewey Decimal Classification

658.8343

Summary

Various psychographic traits that most directly influence consumers? private label attitudes are the focal point of Stefanie Weiss? investigation. The author develops a comprehensive profile of psychographic predictors of attitude and identifies ways of translating these insights into managerial practice. Her conclusions thereby strongly contribute to understanding and describing purchasers of private labels and can be meaningfully applied to the management areas of brand positioning and market segmentation.The hypothesized relationships between consumers? private label attitude and various psychographic traits are tested on a sample of German and Austrian consumers using an online questionnaire. Their response data are then analyzed using the multiple regression technique. Contents Attitudes as Predictors of Intention Demographics and their Limitations The Predictive Power of Psychographics Managerial Implications Target Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management, retailing and market research The Author Stefanie Wei€ has earned a Master?s degree in Marketing and Branding at the IMC Krems in Austria.

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Access limited to authorized users.

Source of Description

Description based on online resource; title from PDF title page (viewed February 18, 2015).

Added Author

Kucera, Mag. Silvia S., author of preface.

Series

BestMasters.

Available in Other Form

Print version: 9783658086718

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Online Access