Resistance to Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective
- 期刊名称Journal of Marketing
- 作者Lam, Son K.; Ahearne, Michael; Hu, Ye; Schillewaert, Niels
- 卷第74卷
- 期第6期
- 印刷ISSN0022-2429
- 文件大小327.32KB
- 发表时间2010-11
- DOI10.1509/jmkg.74.6.128
- 页码128-146
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