The Impact of Recommendations and Prior Use of Ancilliary Brand Products on Brand Choice: A Study of Brand Loyalty in Optical Products

Author

Wee Liang TAN, Singapore Management UniversityFollow
Benjamin L. B. TAN

Publication Type

Conference Paper

Publication Date

1998

Discipline

Advertising and Promotion Management | Strategic Management Policy

Research Areas

Strategy and Organisation

Publication

Australia-New Zealand Marketing Academy Conference, Dunedin, New Zealand, December 1998

City or Country

Dunedin, New Zealand

Citation

TAN, Wee Liang and TAN, Benjamin L. B.. The Impact of Recommendations and Prior Use of Ancilliary Brand Products on Brand Choice: A Study of Brand Loyalty in Optical Products. (1998). Australia-New Zealand Marketing Academy Conference, Dunedin, New Zealand, December 1998.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/358