Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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and finally, purchase intentions. In studying consumers’ brand selection processes, researchers have demonstrated 
the existence of both direct and competitive effects between consumers’ cognitive evaluations, attributes, confidence 
levels, and intentions (Laroche et al., 1996, 2001). In developed countries consumers are becoming fewer brands 
loyal, probably because of the private label brand. The primary reasons for that are price, as well as marginal 
perceived differences in basic quality (Hollingsworth, 1993). This can explain why in all processed food categories 
over the last decade, and especially during the last economic recession, private label brands (including coffee store 
brands) have obtained big economic gains. In order to better develop the marketing plan to students, this study will 
study the relationships among brand attitude, consumers’ satisfaction and revisiting behavior of university students. 
The purpose is to recommend more appropriate marketing activity and to offer better value and competitive 
advantage.