I know what I like, I like what I know : how breadth of brand experience and cognitive effort influence brand switching
Year of publication: |
2017
|
---|---|
Authors: | Woodham, Omar P. ; Hamilton, Mitchell L. ; Leak, Roland L. |
Published in: |
Journal of marketing theory and practice. - Statesboro, GA : Assoc., ISSN 1069-6679, ZDB-ID 2034622-0. - Vol. 25.2017, 2, p. 141-159
|
Subject: | Markenartikel | Brand | Wechselverhalten | Switching behaviour | Zielgruppe | Target group | Werbewirkung | Advertising effects |
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