Channel Surfing, Brand Loyalty and Risk Propensity: A Segmentation Approach to Modelling Consumer Switching Behaviours in the USA
| Year of publication: |
1996
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| Authors: | Massad, V.J. ; Reardon, J. |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Henley-on-Thames [u.a.] : World Advertising Research Center, ISSN 0261-9903, ZDB-ID 832054. - Vol. 15.1996, 3, p. 250-261
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