The importance of brand equity on purchasing consumer durables: An analysis of home air-conditioning systems

Journal of Consumer Marketing

Volumn 27, Issue 3, 2010, Pages 236-242

  Seitz, Victoria ^a   Razzouk, Nabil ^a   Wells, David Michael ^a  

^a CALIFORNIA STATE UNIVERSITY   (United States)

Author keywords

Brand equity; Consumer durables; Decision making

Indexed keywords

EID: 77951999428     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363761011038301     Document Type: Article

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