Brand relationships and switching behaviour for highly used products in young consumers

Vikalpa

Volumn 35, Issue 1, 2010, Pages 15-30

  Sahay, Arvind ^a   Sharma, Nivedita ^a  

^a INDIAN INSTITUTE OF MANAGEMENT   (India)

Author keywords

Brand consumption; Brand relationships; Family influence; Peer influence; Price comparison; Switching intentions

Indexed keywords

EID: 84857946687     PISSN: 02560909     EISSN: 23953799     Source Type: Journal    
DOI: 10.1177/0256090920100102     Document Type: Article

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