Choosing among alternative brands : revisiting the way involvement drives consumer selectivity
Kleopatra Konstantoulaki, Flora Kokkinaki and Ioannis Rizomyliotis
| Year of publication: |
2021
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|---|---|
| Authors: | Konstantoulaki, Kleopatra ; Kokkinaki, Flora ; Rizomyliotis, Ioannis |
| Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 19.2021, 1, p. 75-100
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| Subject: | awareness set | consideration set | consumer behaviour | decision making | involvement | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Entscheidung | Decision |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1515/roms-2020-0054 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012656905