The Effect of Brand Commitment on the Evaluation of...

Journal of Consumer Research 2009 / 02 Vol. 35; Iss. 5

The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process

Raju, Sekar, Unnava, H. Rao, Montgomery, Nicole Votolato
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Volume:
35
Language:
english
Journal:
Journal of Consumer Research
DOI:
10.1086/592816
Date:
February, 2009
File:
PDF, 303 KB
english, 2009
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