An intellectural journey into the historical evolution of marketing research in brand switching behavior : past, present and future
Year of publication: |
2015
|
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Authors: | Al-Kwifi, Osama Sam ; Ahmed, Zafar U. |
Published in: |
Journal of management history : JMH. - Bingley : Emerald, ISSN 1751-1348, ZDB-ID 1238516-5. - Vol. 21.2015, 2, p. 172-193
|
Subject: | Perceived valu | Brands | Product features | Consumer behavior | Relationship | Brand switching | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Marktforschung | Market research | Beziehungsmarketing | Relationship marketing |
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