Friend or foe: In enjoying playfulness, do innovative consumers tend to switch brand?

Journal of Consumer Behaviour

Volumn 11, Issue 1, 2012, Pages 67-80

  Aroean, Lukman ^a  

^a BOURNEMOUTH UNIVERSITY   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84856254358     PISSN: 14720817     EISSN: 14791838     Source Type: Journal    
DOI: 10.1002/cb.370     Document Type: Article

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