Brand authenticity, its conceptualization, and its relevance to nonprofit marketing
Year of publication: |
September 2017
|
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Authors: | Wymer, Walter ; Akbar, Mohammad Muzahid |
Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 14.2017, 3, p. 359-374
|
Subject: | Brand authenticity | Theory construction | Construct definition | Markenartikel | Brand | Nonprofit-Marketing | Nonprofit marketing | Definition | Glaubwürdigkeit | Credibility |
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