Browsing by Subject "Product features"
Now showing items 1-2 of 2
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Brand switching of high-technology capital products: How product features dictate the switching decision
( Emerald Group Publishing Ltd. , 2014 , Article)Purpose – The purpose of this paper is to investigate the factors that underpin brand switching of medical imaging products by mass-market users. Most of the literature on brand switching is focused on competitive market ... -
An intellectual journey into the historical evolution of marketing research in brand switching behavior - Past, present and future
( Emerald Publishing , 2015 , Article)Purpose - The aim of this paper is to explore the historical development of brands and the development of literature on brand switching to define the antecedents that cause switching behavior among consumers and the impact ...