Antecedents and consequents of brand love in the smartphone market : an extended study of the impact of switching cost
Year of publication: |
2020
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Authors: | Christino, Juliana Maria Magalhães ; Silva, Thaís Santos ; Moura, Luiz Rodrigo Cunha ; Fonseca, Luiz Henrique |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 26.2020, 3, p. 301-321
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Subject: | Brand Love | branding | development and testing of new models | smartphones | switching cost | Konsumentenverhalten | Consumer behaviour | Wechselverhalten | Switching behaviour | Markenführung | Brand management | Markenartikel | Brand | Mobiltelefon | Mobile phone | Emotion | Beziehungsmarketing | Relationship marketing |
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