In order to accomplish this research goal we designed and implemented four "pre-post" experiments among four different consumer samples, each sample being exposed to a certain type of brand negative publicity: employer quality negative publicity (58 subjects), product technical problems negative...

We propose a framework for the joint study of the consumer’s decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice...

The consumers of today are impulse and cautious buyers at the same time. This study basically comprehends the concept of non-linearity towards the consumer purchase behavior for either high or low involvement of products. The research was interesting to note the consumption patterns of different...