تصفح حسب الموضوع "Brands"
السجلات المعروضة 1 -- 2 من 2
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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 ... -
The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products
( Emerald Group Publishing Ltd. , 2016 , Article)Purpose: The purpose of this paper is to investigate the factors that underpin consumer attitude toward switching a product brand, using functional magnetic resonance imaging (fMRI) to study brain activity during the ...