Beyond “halo”: the identification and implications of differential brand effects across global markets
Year of publication: |
2014
|
---|---|
Authors: | D. Raggio, Randle ; P. Leone, Robert ; C. Black, William |
Published in: |
Journal of Consumer Marketing. - Emerald Group Publishing Limited, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 31.2014, 2, p. 133-144
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand management | Brand effects | Brand ratings decomposition | Consumer survey data | Halo effect |
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