Consumer behaviour Applications in Marketing
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PARTI INTRODUCTION ; 1
f Ideas and Explanations in Consumer Research
PART 2 CONSUMPTION ЮТЕШ5 25
2 Customer Loyalty 27
'■ Brand Knowledge, Brand Equity and Brand Extension 48
4 Stationary Markets 67
5 Market Dynamics 92
PART 3 EXPLAINING DECISION-MAKING It?
b Predicting and Explaining Behaviour 119
Information Processing and Decisi* m-makinu 143
8 Consumer Satisfaction and Quality 166
PART 4 MARKET RESPONSI, : 191
9 Consumer Response to Price and Stitt Promotions 193
10 The Retail Context •• 216
11 Word-Of-Mouth Influence 241
12 The Response to Advertising 271
References 294
Author Index 323
Subject Index 328
