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| Author: | |
| Title: | An exploration of in-store brand-extension commitment efforts: or is brand loyalty always a good thing to have? |
| Journal: | International Review of Retail, Distribution and Consumer Research
2000 : JAN, VOL. 10:1, p. 23-39 |
| Index terms: | Brand loyalty Segmentation Consumer behaviour |
| Freeterms: | In-store marketing |
| Language: | eng |
| Abstract: | This study seeks to develop an in-store brand-extension commitment (or ISBEC) scale. Consumers were questioned, and using exploratory factor analysis, seven dimensions of ISBEC efforts were discovered. |
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