DOI: 10.1016/j.ijresmar.2011.03.004
Paper Summary:
Title: When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity
Author(s): Brian P. Brown; Alex R. Zablah; Danny N. Bellenger; Wesley J. Johnston
Year: 2011
DOI: 10.1016/j.ijresmar.2011.03.004
URL: https://doi.org/10.1016/j.ijresmar.2011.03.004
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Received on: 2025-01-27
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