When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity
Year of publication: |
2011
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Authors: | Brown, Brian P. ; Zablah, Alex R. ; Bellenger, Danny N. ; Johnston, Wesley J. |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 6226917. - Vol. 28.2011, 3, p. 194-205
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