Il rapporto tra il consumatore e il mass market brand: la determinante di scelta del Centro Commerciale

Giuseppe Santisi and Silvia Platania

Micro & Macro Marketing, 2014, issue 3, 461-478

Abstract: The aim of the study is to identify the variables that determine the choice of purchase. Specifically we want to investigate the motivations and attitudes that provide the cognitive selection of "mass market brand" in shopping centers. To the research participated 415 consumers (276 men, 139 women). The results indicate that the main motivation that encourages the purchase of "mass market brand" in the shopping center is the choice's variety. In addition, the bond with the brand is given by the convenience and utility of the product. Finally, behavioral intention is part of the consumer to buy more "mass market brand" will depend on the perceived social pressure to perform the behavior and objective assessment on the product.

Keywords: Brand Equity; Consumer Behavior; Shopping Center; Mass Market; Choice. (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/78568 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/78568 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/78568:y:2014:i:3:p:461-478

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().