Model folosit in studiul proceselor de luare a deciziei de cumparare in contextul existentei mai multor brand-uri alternative. In acest model sunt catarite atributele brand ului; convingerile clinetului despre fiecare atributele fiecarui brand sunt multiplicate cu respectivele marimi pentru a afla ratele de preferinta a alternativelor. Alte modele de evaluare a brand ului sunt: modelul brnad ului ideal, modelul conjunctiv, modelul disjunctiv, modelul lexicografic si modelul determinantei.
A model used in the study of consumer decision processes to evaluate alternative brands. In this model, brand attributes are weighted; a consumer's beliefs about each brand's attributes are multiplied by the respective weights to produce a preference ranking of the alternatives. Other models of brand evaluation include the ideal brand model, the conjunctive model, the disjunctive model, the lexicographic model and the determinance model.
