Investigating cross-category brand loyal purchase behavior in FMCG
Year of publication: |
2012
|
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Authors: | Boztuğ, Yasemin ; Hildebrandt, Lutz ; Silberhorn, Nadja |
Published in: |
Quantitative marketing and marketing management : marketing models and methods in theory and practice ; dedicated to Udo Wagner. - Wiesbaden : Springer Gabler, ISBN 978-3-8349-4657-7. - 2012, p. 287-302
|
Subject: | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Konsumgüter | Consumer goods | Konsumgütermarketing | Consumer goods marketing |
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