Why consumers switch and sway between brands during the outbreak of rumour

Conference item


Kobinah, Thomas and Mariappanadar, Sugumar. (2008) Why consumers switch and sway between brands during the outbreak of rumour. In D Spanjaard, Denize, S. and Sharma, N. (Ed.). Perth, Australia: Promaco Conventions Pty Ltd. pp. 1 - 7
AuthorsKobinah, Thomas and Mariappanadar, Sugumar
KeywordsMarketing;--Marketing Communications
Year2008
JournalAustralian and New Zealand Marketing Academy Conference (ANZMAC) proceedings 2008
PublisherPromaco Conventions Pty Ltd
Open accessOpen access
Page range1 - 7
ISBN1863081445
Research GroupPeter Faber Business School
Place of publicationPerth, Australia
EditorsD Spanjaard, Denize, S. and Sharma, N.
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