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 |
Publisher: |
[S.l.] : SSRN |
Subject: | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology |
Extent: | 1 Online-Ressource (58 p) |
---|---|
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | In: Journal of Marketing Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments April 5, 2010 erstellt |
Classification: | M30 - Marketing and Advertising. General |
Source: | ECONIS - Online Catalogue of the ZBW |
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