@article{(Open Science Index):https://publications.waset.org/pdf/13187, title = {Rethinking the Analysis of Means-End Chain Data in Marketing Research}, author = {P. Puustinen and A. Kanto}, country = {}, institution = {}, abstract = {This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy. }, journal = {International Journal of Economics and Management Engineering}, volume = {3}, number = {6}, year = {2009}, pages = {1211 - 1214}, ee = {https://publications.waset.org/pdf/13187}, url = {https://publications.waset.org/vol/30}, bibsource = {https://publications.waset.org/}, issn = {eISSN: 1307-6892}, publisher = {World Academy of Science, Engineering and Technology}, index = {Open Science Index 30, 2009}, }