Work

Channel Surfing, Brand Loyalty and Risk Propensity: A Segmentation Approach to Modelling Consumer Switching Behaviours in the USA

Year: 1996

Type: article

Study design: Observational Study

Source: International Journal of Advertising

DOI: 10.1080/02650487.1996.11104655

Authors: Victor J. Massad, James Reardon

Institutions: Elizabethtown College, University of Tennessee at Knoxville

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1515920435

FWCI: 1.814

Cites: 32

Cited by: 13

Related to: 10