Aspects Regarding The Management Of A Research Concerning The Background Of Mobile Phone Brands’ Resistance To Change On The Market Of Durable Goods In Romania
AbstractThis article puts forward the theoretical presentation of the steps/stages taken during a research that aims to identify the degree of resistance to change of mobile phones on the market of durable goods in Romania. The actual research will be conducted on the model presented in this study. The consumers’ resistance to changing the brand is determined by the perception of the emotional costs, the experience with the brand, the perception of the services provided by the supplier of the brand, price reductions, brand innovation and learning costs.
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Bibliographic InfoArticle provided by Czestochowa Technical University, Department of Management in its journal Polish Journal of Management Studies.
Volume (Year): 2 (2010)
Issue (Month): 1 (December)
resistance to change; emotional costs; brand innovation; experience with the brand; price reductions;
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