Cannière, Marie Hélène De; De Pelsmacker, Patrick; … - In: Journal of Business Research 62 (2009) 1, pp. 82-92
Using real-life purchase behavior data of apparel and survey information, this study compares the Relationship Quality and the Theory of Planned Behavior models. The attitude towards the buying behavior, the subjective norm and perceived behavioral control (antecedents of the buying intention in...