Identifying and measuring knowledge transfer in the consumer new brand purchase decision

J. Chen, S. Paliwoda

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

In the purchase decision of a new brand from a multibranding firm, a consumer is likely to rely upon what he/she knows about the company to make an initial judgement. This paper attempts to explore how established consumer knowledge influences the consumer's new brand purchase intention and how the knowledge transfer can be moderated by some product characteristics. In this research, consumer knowledge is conceptualised by two variables, Category Expertise Belief and Category Association Belief, and product characteristics are measured by Product Sign Value and Product Pleasure Value. The research findings will help the brand manager understand how to shape and take advantage of consumer knowledge to facilitate consumer acceptance of a new brand.
Original languageEnglish
Pages (from-to)51-72
Number of pages21
JournalJournal of Euromarketing
Volume15
Issue number3
DOIs
Publication statusPublished - 2006

Keywords

  • knowledge transfer
  • new brand purchase decision
  • consumer behavior expertise and category association belief
  • China

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