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Sins of omission versus commission: Cross‐cultural differences in brand‐switching due to dissatisfaction induced by individual versus group action and inaction
Authors:Sharon Ng  Hakkyun Kim  Akshay R. Rao
Affiliation:1. Nanyang Business School, Nanyang Technological University, 50 Nanyang Avenue, Singapore 639798, Singapore;2. Institute of Asian Consumer Insights, Nanyang Business School, Nanyang Technological University, SingaporeFax: +65 6791 3697.;3. School of Business, Sungkyunkwan University, 25‐2 Sungkyunkwan‐ro, Jongno‐gu, Seoul 110‐745, South KoreaFax: + 82 2 760 0950.;4. Carlson School of Management, University of Minnesota, 321 19th Avenue South, Minneapolis, MN 55455, USAFax: +612 624 8804.
Abstract:
Keywords:Brand‐switching  Regret  Action–  inaction  Culture  Group decision‐making  Multinational marketing strategies
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