HUANG, Hui-Hsin - In: Expert Journal of Marketing 2 (2014) 1, pp. 15-27
In practices and academics, the growth/decline of a brand or product sales is often measured with market shares …. However, this method does not really gain insight into loyalty and perception of consumers toward brands and products. This … paper proposes a concept of Mind Shares which combines confidence and resistance as the main contents of loyalty to …