How brand loyal shoppers respond to three different brand discontinuation scenarios
Year of publication: |
2017
|
---|---|
Authors: | Hebblethwaite, Denisa ; Parsons, Andrew G. ; Spence, Mark T. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 11/12, p. 1918-1937
|
Subject: | Quasi-experiment | Switching behaviour | Rebranding | Brand discontinuation | Scanner panel data | Shopper response | Panel | Panel study | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image |
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