How do consumers come to buy a new brand?
Prof Andrew S C Ehrenberg
The first of three JOAB ('Justifying Our Advertising Budgets') papers published by Admap. JOAB is a project run by the South Bank Business School, researching fundamental questions about how advertising works.
How do consumers come to buy a new brand?
Andrew S C Ehrenberg
THIS ARTICLE considers advertising's role in consumers buying
a new brand, or an existing brand that is new to them. More generally,
how do consumers' more-or-less steady propensities to buy a brand
evolve initially? And the key question perhaps: how do some brands
come to be much bigger than others?
We use a single model of consumer behaviour, Awareness, Trial,
Reinforcement and Nudging (ATR&N), to cover both new and established
brands. This has four broad stages.
- Awareness: consciousness of the new brand X tends...