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Understanding consumers' repertoire sizes

The aim of this thesis is to develop a greater understanding of consumers' brand repertoires. This research is part of the brand choice literature, which involves the analysis of all parts of the brand choice process. While there is clearly a need for research on the size of consumers' repertoites, little research has been conducted on this topic to date. This thesis provides much needed descriptive knowledge in relation to repertoire size, as well as providing information about the potential influence of a selection of consumer characteristics on this measure.
Date January 2008
CreatorsBanelis, Melissa
Source SetsAustraliasian Digital Theses Program
Detected LanguageEnglish
RightsCopyright Melissa Banelis 2008

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