A tale of two brands : the joint effect of manufacturer brand and retailer brand on consumers' evaluation of products /

Consumers' purchase decisions typically involve two brands: the manufacturer brand (the "what brand to buy" decision) and the retailer brand (the "where to buy" decision). While extant research suggests that consumers' product evaluation is affected by both, much less i...

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Bibliographic Details

Main Author:	Zhu, Ying
Other Authors:	Chen, Allan (Thesis advisor), Sorescu, Alina (Thesis advisor)
Format:	Thesis eBook
Language:	English
Published:	[College Station, Tex.] : [Texas A&M University], [2012]
Subjects:	Major Marketing. Product evaluation Manufacturer brand Branding Brand reputation Prospect theory Reference point Retailer brand
Online Access:	Link to OAK Trust copy