Contents
About the Authors vii
Preface vili
Acknowledgements xi
Companion Website xii
PARTI INTRODUCTION 1
1 Ideas and Explanations in Consumer Research 3
PART 2 CONSUMPTION PATTERNS 25
2 Customer Loyalty 27
3 Brand Knowledge, Brand Equity and Brand Extension. 47
4 Stationary Markets 63
5 Market Dynamics 86
6 Consumer Group Differences 109
PART 3 EXPLAINING DECISION-MAKING 127
7 Predicting and Explaining Behaviour 129
8 Information Processing and Decision-Making 149
9 Consumer Satisfaction and Quality I/O
PART 4 MARKET RESPONSE 193
10 Consumer Response to Price and Sales Promotions 195
11 The Retail Context 216
12 Word-Of-Mouth Influence 237
13 The Response to Advertising 262
References 284
Author Index 321
Subject Index 328