Influences of brand and advertising cognition on brand-switching behaviour

International Journal of Management and Enterprise Development

Volumn 4, Issue 2, 2007, Pages 159-178

  Hsu, Jane Lu ^a   Chang, Wei Hsien ^b  

^a NATIONAL CHUNG HSING UNIVERSITY   (Taiwan)

^b NONE   (Taiwan)

Author keywords

Advertising cognition; Brand cognition; Brand switching; Carbonated drinks; Consumer behaviour; Mobile phones; Notebook computers; Purchasing intentions; Sports shoes

Indexed keywords

EID: 33847052903     PISSN: 14684330     EISSN: 17418127     Source Type: Journal    
DOI: 10.1504/IJMED.2007.011790     Document Type: Article

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