Customisation - moving customers away from the dull conformity of brand loyalty

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Miranda, Mario J and Kónya, L (2007) Customisation - moving customers away from the dull conformity of brand loyalty. Managing Service Quality: An International Journal, 17 (4). 449 - 467. ISSN 0960-4529

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/32662
DOI https://doi.org/10.1108/09604520710760562
Official URL http://www.emeraldinsight.com/doi/full/10.1108/096...
Subjects Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > College of Business
Keywords brand name; brand stereotypes; consumers’ perception; product modification
Citations in Scopus 1 - View on Scopus
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