Construct · 1 fields · 1 citations

online versus offline brand choice: a standalone construct

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Digital marketing

the finding that brand names, price and sensory attributes carry different weight in online than in traditional supermarket choices.

In digital marketing, online versus offline brand choice refers to the finding that brand names, price and sensory attributes carry different weight in online than in traditional supermarket choices. This meaning comes from Degeratu (2000) in International Journal of Research in Marketing.[1]

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carry1 fields · 1 citationsanchor · a standalone construct weight4 fields · 4 citationsjingle · one word, four constructs

References

Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of Research in Marketing, 17(1), 55-78. https://doi.org/10.1016/s0167-8116(00)00005-7

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