Showing papers on "Brand equity published in 1969"
TL;DR: In this article, the influence of small informal social groups on member brand choice was discussed, and two determinants of group influence, cohesiveness and group knowledge of member behavior were identified.
Abstract: This article discusses the influence of small, informal social groups on member brand choice. Two determinants of group influence, cohesiveness and group knowledge of member behavior, were found to...
65 citations
15 citations