Testing the robustness of brand partitions identified from purchase duplication analysis
Year of publication: |
June 2016
|
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Authors: | Dawes, John G. |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 7/8, p. 695-715
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Subject: | Brand-switching | purchase duplication | partitions | cannibalisation | brand portfolio | market structure | sub-brands | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Marktstruktur | Market structure | Markenimage | Brand image |
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