Pauwels Delassus, Véronique; Mogos Descotes, Raluca - In: Journal of Product & Brand Management 21 (2012) 2, pp. 117-125
brand name substitution. This qualitative research and a relevant literature review provided input for the questionnaire … in the case of brand name substitution, based on consumers' knowledge of the brand change, attitude toward brand change … in the case of brand name substitution? The study also identifies for the first time key influence factors that favour …