Understanding the adoption of new brands through salespeople: A multilevel framework

Journal of the Academy of Marketing Science

Volumn 36, Issue 2, 2008, Pages 278-291

  Wieseke, Jan ^a   Homburg, Christian ^a   Lee, Nick ^b  

^a Marketing Department   (Germany)

^b ASTON UNIVERSITY   (United Kingdom)

Author keywords

Brand adoption; Empirical; Expected customer demand; Multilevel

Indexed keywords

EID: 67649492582     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-007-0055-z     Document Type: Article

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