The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process

By Sekar Kidambi Raju, H. Unnava, N. Montgomery. 2009

91 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8fbb2f1b1afbcc8b8d84e2416021abfc1cb9e65f

How researchers see this paper

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In Marketing

1. J. A. G. Folse
2. Randle D. Raggio

In Sociology and Political Science

1. J. A. G. Folse
2. Randle D. Raggio

Citations in the corpus

• Gratitude in relationship marketing: : Theoretical development and directions for future research (2014, background): “This endorsement may bring the company new customers, and may also increase her own commitment toward the firm (c.f., Ahluwalia et al., 2000; Raju et al., 2009).”
• Impact Of Brand Personality On Three Major Relational Consequences (Trust, Attachment, And Commitment To The Brand): Case Study Of Nestle Nutrition Company In Tehran, Iran (2012, background): “…attachment in terms of trust to the It is recommended that companies and marketplaces brand. emphasize on personality traits of the brand as much as Ranjbar (2009) has taken into account “application of possible and try to reinforce those properties which can brand personality scale in automotive…”