Brand-specific heterogeneity and market-level brand switching

Journal of Product & Brand Management

Volumn 5, Issue 1, 1996, Pages 29-39

  Trivedi, Minakshi ^a   Morgan, Michael S ^b  

^a UNIVERSITY AT BUFFALO   (United States)

^b Cornell University ^*  (United States)

Author keywords

Brand loyalty; Competitive strategy; Consumer behaviour; Market share

Indexed keywords

EID: 70349627080     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429610113393     Document Type: Article

References (15)

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