The unbearable lightness of buying
John Dawes, Charles Graham, Giang Trinh & Byron Sharp
| Year of publication: |
2022
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|---|---|
| Authors: | Dawes, John ; Graham, Charles ; Trinh, Giang ; Sharp, Byron |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 38.2022, 7/8, p. 683-708
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| Subject: | brand loyalty | Brand performance | heavy buyers | long-run marketing objectives | NBD buying | Pareto share | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2021.1963308 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013206736