When do B2B brands influence the decision making of...

International Journal of Research in Marketing 2011 Vol. 28; Iss. 3

When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity

Brian P. Brown, Alex R. Zablah, Danny N. Bellenger, Wesley J. Johnston
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Volume:
28
Year:
2011
Language:
english
DOI:
10.1016/j.ijresmar.2011.03.004
File:
PDF, 270 KB
english, 2011
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