Ideal Brand Model

Model folosit pentru studierea evaluarii consumatorilor si a produselor alternative; consumatorul compara brandurile cu ideile ipotetice de brand. Alte modele sunt modelul expectantei de valoare, modelul conjunctiv, modelul disjunctiv, modelul lexicografic si modelul determinantei.

A model used to study consumer evaluation of alternative products; the consumer compares actual brands comparing them to a hypothetical ideal brand. Among other models used for the purpose are the expectancy-value model, conjunctive model, disjunctive model, lexicographic model, and determinance model.

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