An integrated model of firms' brand likeability : antecedents and consequences
Year of publication: |
2015
|
---|---|
Authors: | Bang, Nguyen ; Choudhury, Musfiq Mannan ; Melewar, T. C. |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 23.2015, 2, p. 122-140
|
Subject: | brand likeability | brand perception | brand familiarity | quality | price | risk | purchase intention | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image |
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