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Impact of brand image on consumer decision-making
In the field of high-technology and high-involvement products, launch of new products is seen as very high. The usage of multiple electronic gadgets in every household is an example of such growth and emphasizes the importance of responsible marketing of high-technology products to cater to such ne...
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| Format: | Article |
| Language: | English |
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2015
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| LEADER | 01194nab a22001217a 4500 | ||
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| 008 | 160615b2015 xxu||||| |||| 00| 0 eng d | ||
| 100 | |a Raj, M. Prasanna Mohan | ||
| 245 | |a Impact of brand image on consumer decision-making |c a study on high-technology products / Raj, M. Prasanna Moha | ||
| 260 | |c 2015 | ||
| 300 | |a 463 - 477 | ||
| 520 | |a In the field of high-technology and high-involvement products, launch of new products is seen as very high. The usage of multiple electronic gadgets in every household is an example of such growth and emphasizes the importance of responsible marketing of high-technology products to cater to such needs. Even high-tech companies that understand the importance of marketing face uncertainty and complications in making marketing decisions and also in the understanding of consumer requirements. For any high-involvement product category, the decision-making time is normally long and customers generally evaluate the information available very cautiously. They also involve in active information search process. The risk associated with such decision is very high. Here the word high technology is set to mean | ||
| 773 | |a Global Business Review |d Jun | ||
| 999 | |c 43958 |d 43958 | ||