Holbrook, Morris B.; Lehmann, Donald R.; O'Shaughnessy, John - In: European Journal of Marketing 20 (1986) 8, pp. 49-62
Discusses conceptual links between consuming and buying by indicating reasons for adopting a macro‐level perspective that focuses on products, rather than brands, as the units of analysis. Investigates, empirically, in a study, which collected data on want‐based purchasing reasons and used...