3Ganesh, Arnold, Reynolds. Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers. [J]. Journal of Marketing ,2000, (7) : 65 - 87.
6Anne Wan - Ling Hu, Ing - San Hwang. Measuring the Effects of Consumer Costs on Switching Intention in Taiwan Mobile Telecommunication Service[J]. The Journal of American Academy of Business, 2006,(1):75 -85.
7Jones, MA., Mothersbaugh, DL., Beatty, SE. Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes[J]. Journal of Business Research,2002, (5) : 441 - 450.
8Burnham, TA. Frels, JK., Mahajan, V. Consumer Switching Costs: A Typology, Antecedents, and Consequences[J]. Journal of the Academy of Marketing Science, 2003,(2) :109 -126.
3Qinchao Huang . Effects of coupons on brand categorization and choice processes of fast food in China. National library of Canada,2002,8
4Brisoux. J. E and Laroche. M. A proposed consumer strategy of simplification for categorizing brands [ R ]. Annual Meeting of the Southern Marketing Association, 1980
5Bester. H, and Petrakis. E. Spatial price discrimination: the use of parting coupons by downtown retailers[ J]. Internationa Journal of Organization, 1997,6 12(3) pp. 417 -438
6Aaker, Jennifer and Durairaj Maheswaran. The Effect of Cultural Orientation and Cue Diagnosticity on Processing and Product Evaluation[ J]. Journal of Consumer Research, 1997, vol(24)
7Baohong Sun , Scott Neslin, Kannan Srinivasan. Measuring the impact of Promotions on brand switching under rational consumer behavior[ J ]. Social science research network electronic paper collection. 2002,8 Working paper No. 02 - 10
