Means-end Chain Analysis Research Articles

A Causal Analysis of Means-End Hierarchies in a Cross-Cultural Context: Methodological Refinements

This article aims to show the potentialities of means-end chain analysis for cross-cultural research. By means of the tandem use of nonlinear generalized canonical (OVERALS) and cluster analyses, this work attempts to uncover the major attributes→consequences→values chains for perfume purchases that may exist among four European countries (France, Italy, Germany, and Switzerland). The results, although still exploratory, lead to the identification of six potential targets, which are either pan-European or specific to some of the studied countries.

Analyzing consumer orientations toward beverages through means–end chain analysis

AbstractThe choice of a brand, and most particularly a beverage type, depends on the consequences it produces for the beverage consumer. Means‐end chain theory provides an approach for linking product values. This article demonstrates a methodology for constructing hierarchical value structure maps for beverages in general and individually for several different types of beverages. The implications of this approach for creating advertising strategy are also demonstrated and discussed.