Examines an attempt to specify an approach more consumer‐ than product‐based and, by doing so, aims to discuss models' roles and buyers' needs. Includes research methodology including brand testing and gives results and interpretations using tables to further simplify these. Concludes by summarizing the experimental work involved and goes on to state that the earlier specified criteria is worthy of further investigation with a view to develop a fully operational STM model.
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Trevor Watkins (1986) studied this question.
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