Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty
In practices and academics, the growth/decline of a brand or product sales is often measured with market shares. However, this method does not really gain insight into loyalty and perception of consumers toward brands and products. This paper proposes a concept of Mind Shares which combines confiden...
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
Sprint Investify
2014-03-01
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| Series: | Expert Journal of Marketing |
| Assuntos: | |
| Acceso en liña: | http://marketing.expertjournals.com/wp-content/uploads/EJM_202huang2014pp15-27.pdf |
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