Blending package shape with the gender dimension of brand image : how and why?
Year of publication: |
2021
|
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Authors: | Pang, Jun ; Ding, Ying |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 1, p. 216-231
|
Subject: | Brand image | Congruence effect | Package shape | Product preference | Visual branding | Markenimage | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Japan | Geschlecht | Gender |
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