How Consumers Choose Hearing Aid Brands

Item Type Journal paper

Although the end consumer is becoming increasingly important in the hearing aid market, little is known about the factors that lead consumers to choose one hearing aid brand over another. In an exploratory study, we find that consumers rely primarily on hearing care professionals, and less so on marketing communications and word of mouth, when choosing hearing aid brands. Competence emerges as the most effective characteristic of hearing care professionals, followed by their friendliness and the emphasis of product utility (vs. product features).

Authors Riedi, Martin & de Bellis, Emanuel
Journal or Publication Title Marketing Review St. Gallen
Subjects business studies
Institute/School ICI - Institute for Customer Insight
ICI - Institute for Customer Insight
IfM - Institute of Marketing
HSG Classification contribution to practical use / society
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 2017
Publisher Gabler/GWV-Fachverl
Volume 6
ISSN 1865-6544
Depositing User Prof. Dr. Emanuel de Bellis
Date Deposited 12 Jan 2018 12:39
Last Modified 17 Jan 2018 11:17


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Riedi, Martin & de Bellis, Emanuel (2017) How Consumers Choose Hearing Aid Brands. Marketing Review St. Gallen, 6 ISSN 1865-6544

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