Article | Journal of Marketing Research (JMR) | February 1995

A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

by Randolph E. Bucklin, Sunil Gupta and Sangman Han

Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior;

Citation:

Bucklin, Randolph E., Sunil Gupta, and Sangman Han. "A Brand's Eye View of Response Segmentation in Consumer Choice Behavior." Journal of Marketing Research (JMR) 32 (February 1995): 66–74.