期刊名称：Management - Journal of Contemporary Management Issues
印刷版ISSN：1331-0194
电子版ISSN：1846-3363
出版年度：2007
卷号：12
期号：2
页码：69-83
出版社：University of Split, Faculty of Economics
摘要：When making purchasing decisions, customers evaluate products from the perspective of the benefits they provide and values that they hold. Means-end theory implies that the efficiency of marketing strategies and promotional activities are based on the solidness and consistency of linkages between product attributes, benefits and values. To analyze these linkages with customers of Slovenian furniture products, a laddering methodology was applied. The results show that nine dominant chains exist which link the most important attributes with the desired benefits and values. The findings of the laddering analysis were also used as a basis for an assessment of Slovene furniture company advertisements. This assessment shows that furniture advertisements in the Slovene market are still mainly product focused and they fail to emphasize the desired benefits and/or values.
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