An experimental test of brand insulation against competitor attacks : effects of consumer heterogeneity and residual desire
Devon DelVecchio and Timothy B. Heath
| Year of publication: |
2008
|
|---|---|
| Authors: | DelVecchio, Devon ; Heath, Timothy B. |
| Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 25.2008, 10, p. 944-960
|
| Subject: | Beziehungsmarketing | Relationship marketing | Produktmanagement | Product management | Niedrigpreisstrategie | Low-cost strategy | Produktqualität | Product quality |
| Extent: | Ill., 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/10003768745