Identifying and Measuring Knowledge Transfer in the Consumer New Brand Purchase Decision

Junsong Chen (First Author), Stan Paliwoda (Participant Author)

    Research output: Contribution to journalJournal


    In the purchase decision of a new brand from a multi-branding firm, a consumer is likely to rely upon what he/she knows about the company to make an initial judgement. This paper attempts to explore how established consumer knowledge influences the consumer's new brand purchase intention and how the knowledge transfer can be moderated by some product characteristics. In this research, consumer knowledge is conceptualised by two variables, Category Expertise Belief and Category Association Belief, and product characteristics are measured by Product Sign Value and Product Pleasure Value. The research findings will help the brand manager understand how to shape and take advantage of consumer knowledge to facilitate consumer acceptance of a new brand.
    Original languageEnglish
    Pages (from-to)51-72
    JournalJournal of Euromarketing
    Issue number3
    Publication statusPublished - 2006


    • China
    • Knowledge transfer
    • consumer behavior expertise and category association belief
    • new brand purchase decision

    Indexed by

    • Scopus


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