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Resistance to Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective
Lam, Son K
;
Ahearne, Michael
;
Hu, Ye
;
Schillewaert, Niels
- In:
Journal of marketing
74
(
2010
)
6
,
pp. 128-147
Persistent link: https://www.econbiz.de/10008716269
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