The impact of consumer resistance to brand subsitution on brand relationship
Raluca Mogos Descotes; Veronique Pauwels-Delassus
| Year of publication: |
2015
|
|---|---|
| Authors: | Descotes, Raluca Mogos ; Pauwels-Delassus, Veronique |
| Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 32.2015, 1, p. 34-42
|
| Subject: | Brand name change | Brand trust and loyalty transfer | Resistance to change theory | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Vertrauen | Confidence | Markenimage | Brand image |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010529996