Resistance to Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective
| Year of publication: |
2010
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|---|---|
| Authors: | Lam, Son K ; Ahearne, Michael ; Hu, Ye ; Schillewaert, Niels |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 74.2010, 6, p. 128-147
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