@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},
	}