The relative importance of brands in modified rebuy purchase situations

International Journal of Research in Marketing

Volumn 27, Issue 3, 2010, Pages 248-260

  Zablah, Alex R ^a   Brown, Brian P ^b   Donthu, Naveen ^c  

^a OKLAHOMA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF MASSACHUSETTS   (United States)

^c GEORGIA STATE UNIVERSITY   (United States)

Author keywords

Brand measurement; Branding; Business to business; Hierarchy of effects; Industrial branding

Indexed keywords

EID: 77956191741     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2010.02.005     Document Type: Article

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