I Know What I Like, I Like What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching

Omar P. Woodham; Mitchell L. Hamilton; Roland L. Leak

doi:10.1080/10696679.2016.1270771

I Know What I Like, I Like What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching

Omar P. Woodham, Mitchell L. Hamilton, Roland L. Leak

Marketing and Business Law

North Carolina Agricultural and Technical State University

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	141-159
Number of pages	19
Journal	Journal of Marketing Theory and Practice
Volume	25
Issue number	2
DOIs	https://doi.org/10.1080/10696679.2016.1270771
State	Published - Apr 3 2017

ASJC Scopus Subject Areas

Marketing

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10.1080/10696679.2016.1270771

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title = "I Know What I Like, I Like What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching",

author = "Woodham, {Omar P.} and Hamilton, {Mitchell L.} and Leak, {Roland L.}",

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I Know What I Like, I Like What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching

ASJC Scopus Subject Areas

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