The effect of brand commitment on the evaluation of nonpreferred brands : a disconfirmation process
Year of publication: |
2009
|
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Authors: | Raju, Sekar ; Unnava, H. Rao ; Montgomery, Nicole Votolato |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 35.2008/09, 5, p. 851-863
|
Subject: | Markenartikel | Brand | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
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