Examining the mediation effect of exogenous variables over brand switching behaviour: evidence from Indian women consumers
AM Sakkthivel, V Moovendhan - International Journal of …, 2023 - inderscienceonline.com
This paper focuses on finding the mediation effect of selected exogenous variables between
the marketing mix and brand switching intentions. The paper chose certain exogenous …
the marketing mix and brand switching intentions. The paper chose certain exogenous …