Information effect on consumer adoption for a new beef brand in the Vietnamese market: prior knowledge, appealing the brand distinction, differentiation and similarity

Information effect on consumer adoption for a new beef brand in the Vietnamese market: prior knowledge, appealing the brand distinction, differentiation and similarity

The purpose of this study is to evaluate the effects of information on consumer adoption when introducing a new beef brand to the Vietnamese markets. Three variables proxy the impacts of information are prior knowledge, usage experience, and price. This study developed three pieces of advertised inf...

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Bibliographic Details
Main Authors: Tran Thu, Moritaka Masahiro, Liu Ran, Fukuda Susumu
Format: Article
Language:English
Published: Sciendo 2018-09-01
Series:Management şi Marketing
Subjects:
information
prior knowledge
brand distinction
brand differentiation
brand similarity
introduction stage
japanese wagyu beef
vietnam
Online Access:https://doi.org/10.2478/mmcks-2018-0020

Internet

https://doi.org/10.2478/mmcks-2018-0020

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