An experimental test of brand insulation against competitor attacks: Effects of consumer heterogeneity and residual desire
| Year of publication: |
2008
|
|---|---|
| Authors: | Delvecchio, Devon ; Heath, Timothy B. |
| Published in: |
Psychology & marketing. - New York, NY : Wiley, ISSN 0742-6046, ZDB-ID 2269338. - Vol. 25.2008, 10, p. 944-960
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