The effect of brand commitment on the evaluation of nonpreferred brands : a disconfirmation process
Sekar Raju; H. Rao Unnava; Nicole Votolato Montgomery
| 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
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| Subject: | Markenartikel | Brand | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
| 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/10003807433