An Exploratory Investigation of Brand Insistence in Retailing

Author(s)

Richard A. Heiens, University of South Carolina - AikenFollow
Larry P. Pleshko
Leanne C. McGrath

Document Type

Article

Subject Area(s)

Business Administration

Publication Info

Review of Business Research, Volume 6, Issue 5, 2006, pages 60-69.

© Review of Business Research, 2006.

Heiens, R.A., Pleshko, L.P., & McGrath, L.C. (2006). An exploratory investigation of brand insistence in retailing. Review of Business Research, 6(5), 60-69.