"The Use of Multiple Methods to Explore Three-Way Person, Brand, and Usage Context Interactions"
Advances in Consumer Research
Volume
19
Conference Proceedings
Marketing
1992
Ratneshwar, S., N. Dawar and A.G. Sawyer (1992), "The Use of Multiple Methods to Explore Three-Way Person, Brand, and Usage Context Interactions," Advances in Consumer Research, 19, 116-122.