Brand Rating in the Age of Information Sharing

Akira Shimizu
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Akira Shimizu: Keio University

Chapter Chapter 9 in New Consumer Behavior Theories from Japan, 2021, pp 167-187 from Springer

Abstract: Abstract Based on discussions thus far, it has becomeInformation sharing evident that the development of the Internet has had a great impact on consumer behavior and marketing strategies related to it. In particular, it has become clear that information plays an important role in generating innovative ideas for segmentation—Segmentationwhich is a basis of marketing strategy—just like traditional demographic and lifestyleLifestyle factors. You have to examine the process that includes post-purchase information sharingInformation sharing when considering consumers’ decision-making process.Decision-making process

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advchp:978-981-16-1127-8_9

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DOI: 10.1007/978-981-16-1127-8_9

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