Publications
Publications
- May 2004
- Journal of Marketing Research (JMR)
Brands as Beacons: A New Source of Loyalty to Multiproduct Firms
By: Bharat Anand and Ron Shachar
Keywords
Citation
Anand, Bharat, and Ron Shachar. "Brands as Beacons: A New Source of Loyalty to Multiproduct Firms." Journal of Marketing Research (JMR) 41, no. 2 (May 2004): 135–150. (Lead Article) and (Formerly titled: "Multiproduct Firms, Information, and Loyalty.")