Resistance to brand switching when a radically new brand is introduced : a social identity theory perspective
Son K. Lam, Michael Ahearne, Ye Hu, and Niels Schillewaert
| Year of publication: |
2010
|
|---|---|
| Authors: | Lam, Son K. ; Ahearne, Michael ; Hu, Ye ; Schillewaert, Niels |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 74.2010, 6, p. 128-146
|
| Subject: | Markenführung | Brand management | Produktentwicklung | New product development | Beziehungsmarketing | Relationship marketing | Sozialpsychologie | Social psychology | Mobiltelefon | Mobile phone | Spanien | Spain |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008702698