Volume 6, Issue 2, June 2018, Page: 34-38
The Constituent Variables of Mind Share
Hui Hsin Huang, Department of Business Administration, Aletheia University, New Taipei, Taiwan
Received: Feb. 1, 2018;       Accepted: Feb. 16, 2018;       Published: Mar. 16, 2018
DOI: 10.11648/j.com.20180602.12      View  772      Downloads  22
This paper extents the content of Mind share construction to explore antecedent of confidence and resistance and their relationships. The models of these two variables are proposed and which include customer’s information of direct experiment, experience of successful resisting competitor persuasion and the connection knowledge with target product or brand. The sequences process (interactions) between confidence and resistance are also discussed. Finally, the empirical data ofsharing economic are used to test the time-series regression. The conclusion of management application is made.
Mind Share, Confidence, Resistance
To cite this article
Hui Hsin Huang, The Constituent Variables of Mind Share, Communications. Vol. 6, No. 2, 2018, pp. 34-38. doi: 10.11648/j.com.20180602.12
Copyright © 2018 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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