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The use and limitations of brand switching models
Morrison, Donald G. - In: Behavioral and management science in marketing, (pp. 5-11). 1978
Persistent link: https://www.econbiz.de/10002506680
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Market segmentation and the effectiveness of a brand's price and and dealig policies
Frank, Ronald E.; Massy, William F. - In: The journal of business : B 38 (1965) 2, pp. 186-200
Persistent link: https://www.econbiz.de/10002209713
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Self position and space effects on sales
Frank, Ronald Edward; Massy, William F. - In: Journal of marketing research : JMR 7 (1970) 1, pp. 59-66
Persistent link: https://www.econbiz.de/10002209992
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Niching versus change-of-pace brands : using purchase frequencies and penetration rates to infer brand positionings
Kahn, Barbara E.; Kalwani, Manohar U.; Morrison, Donald G. - 1988 - Rev
Persistent link: https://www.econbiz.de/10000767789
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Consideration, choice, and classifying loyalty
Terech, Andres; Bucklin, Randolph E.; Morrison, Donald G. - In: Marketing letters : a journal of research in marketing 20 (2009) 3, pp. 209-225
Persistent link: https://www.econbiz.de/10003873468
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A parsimonious description of the Hendry system
Kalwani, Manohar U.; Morrison, Donald G. - In: Management science : journal of the Institute for … 23 (1977) 5, pp. 467-477
Persistent link: https://www.econbiz.de/10002182113
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Brand Trial after a Credibility Change
Armstrong, J. Scott; Montgomery, David B. - 2011
This study examined certain characteristics of households which responded to a significant change in the credibility of the appeals made on behalf of a brand. The empirical situation was that of the legitimization of Crest's claim of decay prevention by the American Dental Association. A prior...
Persistent link: https://www.econbiz.de/10014028329