Investigating the drivers of consumer intention to buy manufacturer brands
Year of publication: |
2012
|
---|---|
Authors: | Walsh, Gianfranco ; Shiu, Edward ; Hassan, Louise M. |
Published in: |
Journal of Product & Brand Management. - Emerald Group Publishing Limited, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 21.2012, 5, p. 328-340
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Purchase intention | Manufacturer brands | Moderating effect | Theory of reasoned action | Brand management | Marketing strategy |
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