Believe it or not : the effect of involvement on the credibility of image transfer through co-branding
Reza Ashari Nasution, Devi Arnita and Saqina Qanidya Purnama
| Year of publication: |
2021
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|---|---|
| Authors: | Nasution, Reza Ashari ; Arnita, Devi ; Purnama, Saqina Qanidya |
| Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 33.2021, 5, p. 578-594
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| Subject: | Brand adjacency | co-branding | consumer involvement | country of origin | information saliency | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Glaubwürdigkeit | Credibility | Marketingkooperation | Marketing cooperation |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08961530.2020.1731899 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012650588