Activist brand perception : conceptualization, scale development and validation
Year of publication: |
2024
|
---|---|
Authors: | Saracevic, Selma ; Schlegelmilch, Bodo B. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 180.2024, Art.-No. 114732, p. 1-16
|
Subject: | Activist brand perception | Brand activism | Consumer perceptions | Scale development | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Wahrnehmung | Perception | Markenartikel | Brand |
-
Effects of co-creation claim on consumer brand perceptions and behavioural intentions
Van Dijk, Joyce, (2014)
-
Ramkumar, Bharath, (2020)
-
Seeing brands as humans : development and validation of a brand anthropomorphism scale
Golossenko, Artyom, (2020)
- More ...
-
Global-local consumer identities as drivers of global digital brand usage
Makri, Katerina, (2019)
-
What we know about anticonsumption: An attempt to nail jelly to the wall
Makri, Katerina, (2020)
-
CEOs as corporate ambassadors : deciphering leadership communication via Twitter
Wu, Tong, (2021)
- More ...