Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty
| Year of publication: |
2008
|
|---|---|
| Authors: | Thompson, Scott A. ; Sinha, Rajiv K. |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 72.2008, 6, p. 65-80
|