Examine the Factors Influencing Brand-switching: the Effects of Advertising and Promotion
Abstract This study focused on two main factors influencing brand-switching, namely advertising and promotion, as well as their interactions with age, product category, and price consciousness in Chinese market. Survey questionnaire was applied to study the attitudes and behaviors of two age group...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2006
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| Online Access: | https://eprints.nottingham.ac.uk/20326/ |