Why Do Older Consumers Buy Older Brands? The Role of...

Journal of Marketing 2010 / 09 Vol. 74; Iss. 5

Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness

Lambert-Pandraud, Raphaëlle, Laurent, Gilles
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Volume:
74
Language:
english
Journal:
Journal of Marketing
DOI:
10.1509/jmkg.74.5.104
Date:
September, 2010
File:
PDF, 1.77 MB
english, 2010
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