Befriending the enemy : the effects of observing brand-to-brand praise on consumer evaluations and choices
Lingrui Zhou, Katherine M. Du, and Keisha M. Cutright
| Year of publication: |
2022
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|---|---|
| Authors: | Zhou, Lingrui ; Du, Katherine M. ; Cutright, Keisha M. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 86.2022, 4, p. 57-72
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| Subject: | brand communication | brand evaluations | brand relationships | praise | warmth and competence | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222429211053002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013258875