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APPENDIX FOR CHAPTER 1

APPENDIX 1.1. DETAILED MODEL OF HOWARD AND SHETH (1969)


INPUTS PERCEPTUAL CONSTRUCTS LEARNING CONSTRUCTS OUTPUTS


















Brand
Comprehension
Attention
Purchase
Intention
Attitude
Choice
Criteria
Satisfaction
Brand
Comprehension
Intention
Perceptual
Bias
Confidence
Motives
Attitude
Overt
Search
Stimulus
Ambiguity

Attention
Significative
a. Quality
b. Price
c. Distinctive
d. Service
e. Availability

Symbolic
a. Quality
b. Price
c. Distinctive
d. Service
e. Availability

Social
a. Family
b. Reference
Groups
c. Social class

APPENDIX 1.2. SUMMARIZED CONTENT OF THE VARIABLES
Product Brand Friends/family are using the
same brand
(Liao 2012)
Brand nationality (Dmitrovic and
Vida 2010).
Quality Strong reception (Ngo 2013)
High durability (Hue 2013)
Long battery life (Hue 2013)
Design The variety of color selection (Liao 2012)
Genre (slide with keyboard, flip
with keyboard, touch, etc.)
(Hue 2013)
Suitable size (fit into pocket, or
phablet size, etc.)
(Hue 2013)
Features Availability multiple functions
apart from phone calls and text
messaging
(Osman, Sabudin
et al. 2011)

Sufficient built-in memory (Liao 2012)
Compatibility with computer (Liao 2012)
Service,
guarantee
and return
Good services (maintenance,
guarantee, etc.)
(Haghshenas,
Abedi et al.
2013)
Price Selling
prices
Compatibility of cost to
performance
(Liao 2012)
The price of related devices (Liao 2012)
Discounts Availability of best price deals (Haghshenas,
Abedi et al.
2013)
The selling price is on sales Haghshenas,
Abedi et al.,
2013
Place Distribution
channels
Source of supply (from a grey
market or licensed distributor)
(Haghshenas,
Abedi et al.
2013)
Supply
locations
Distance to a regularly-visited
place of buyer (school,
workplace, house, etc.)
(Tran 2012)
Display Attractive display and sufficient
samples
(Haghshenas,
Abedi et al.
2013)
Promotion Sales
promotion
Attractiveness promotional
programs
(Tran 2012)
Frequency of promotional
programs
(Tran 2012)
Advertising Attractiveness of advertisements
(on television, magazines,
videos, online newspapers, etc.)
(Haghshenas,
Abedi et al.
2013)
Involvement of celebrity
endorsement
Haghshenas,
Abedi et al.,
2013
Public
relations
Frequency of appearance on
game shows and other TV/fair
programs as sponsored products
(Haghshenas,
Abedi et al.
2013)
Consumer
behavior
Buying
attitudes
and
preferences
Decision to prefer or choose a
specific type of phone
Nguyen 2012
Brand and
company
relationship
behavior
Reference of that phone to a
family member or a friend
Nguyen 2012
Source: Composed by the author