Why are industrial firms high or low brand sensitive? : an empirical investigation
Year of publication: |
2020
|
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Authors: | Sharma, Priyanka ; Sengupta, Raghu Nandan |
Published in: |
Journal of marketing theory and practice : JMTP. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1944-7175, ZDB-ID 2070142-1. - Vol. 28.2020, 1, p. 56-78
|
Subject: | Markentreue | Brand loyalty | Markenartikel | Brand | Kaufentscheidung | Purchase decision | B-to-B-Marketing | Business-to-business marketing | Industrie | Manufacturing industries |
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