Publications
Publications
- Journal of Marketing Research (JMR)
A Brand's Eye View of Response Segmentation in Consumer Choice Behavior
By: Randolph E. Bucklin, Sunil Gupta and Sangman Han
Keywords
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, no. 1 (February 1995): 66–74.