Building strong brands in retailing
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- Muthukrishnan, A V, 1995. " Decision Ambiguity and Incumbent Brand Advantage," Journal of Consumer Research, Oxford University Press, vol. 22(1), pages 98-109, June.
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
- Fazio, Russell H & Powell, Martha C & Williams, Carol J, 1989. " The Role of Attitude Accessibility in the Attitude-to-Behavior Process," Journal of Consumer Research, Oxford University Press, vol. 16(3), pages 280-289, December.
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