Building resistance to brand switching during disruptions in a competitive market

Author:

Appiah Dominic,Howell Kerry E.,Ozuem Wilson,Lancaster Geoff

Publisher

Elsevier BV

Subject

Marketing

Reference55 articles.

1. The role of brand love in consumer-brand relationships;Albert;J. Consum. Mark.,2013

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3. Luxury product to service brand extension and brand equity transfer;Ahn;J. Retail. Consum. Serv.,2018

4. Effects of expert quality evaluations versus brand name on price premiums;Apelbaum;J. Prod. Brand Manag.,2003

5. Issues and the importance of branding, nrand personality and symbolic meaning in the Smartphone industry;Appiah,2018

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