Examining the mediation effect of exogenous variables over brand switching behaviour : evidence from Indian women consumers
A.M. Sakkthivel, V. Moovendhan
| Year of publication: |
2023
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|---|---|
| Authors: | Sakkthivel, A. M. ; Moovendhan, V. |
| Published in: |
International journal of business excellence : IJBEX. - Genève [u.a.] : Inderscience Enterprises, ISSN 1756-0055, ZDB-ID 2471986-9. - Vol. 31.2023, 4, p. 500-520
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| Subject: | brand switching intention | external consultant | India | marketing mix | mediation effect | peer and reference groups | personal care products | social influence | women consumers | Indien | Konsumentenverhalten | Consumer behaviour | Frauen | Women | Markenführung | Brand management | Marketingmanagement | Marketing management | Markenimage | Brand image | Soziale Gruppe | Social group | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBEX.2023.135487 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015060793