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Consumer Decision Making From a Beloved Brand: The Aspirin Case
Abstract
The purpose of this study is to understand the main determinants that influence consumer decision-making processes applied to the purchase of the brand Aspirin. For this, a set of explanatory variables was considered that not only translated the general health habits of the population but also two variables that measure the establishment of a strong emotional relationship with the brand: self-brand engagement and brand love. The authors used a survey to collect the data, and in their treatment, they applied a factorial analysis and a logistic regression to explain consumer behavior. Emotional factors (self-brand engagement and brand love) are the most important factors in the consumer decision-making process of the Aspirin brand. The multifaceted black box of the consumer is also observed in the scope of over-the-counter (OTC) drugs, which is the case of Aspirin. Marketers, health professionals, and public policymakers face a new challenge alongside the patient's health.
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