The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods
Year of publication: |
2021
|
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Authors: | Aurier, Philippe ; Mejía, Victor D. |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 49.2021, 6, p. 1244-1266
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Subject: | Brand-line depth | Brand-line breadth | Choice model | Multivariate logit | Brand-line assortment | Brand-linere purchasing behavior | Behavioral loyalty | Brand-switching |
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