Brand communications and customer equity : the mediating role of brand knowledge and word of mouth ads
Kianoosh Moradi, Manizheh Bahreinizad, Majid Esmaeilpour
| Year of publication: |
2020
|
|---|---|
| Authors: | Moradi, Kianoosh ; Bahreinizad, Manizheh ; Esmaeilpour, Majid |
| Published in: |
The Romanian economic journal : REJ. - Bucuresti : [Verlag nicht ermittelbar], ISSN 2286-2056, ZDB-ID 2496085-8. - Vol. 23.2020, 78, p. 117-133
|
| Subject: | Brand Communication | Brand Knowledge | word-of -Mouth Advertising | Customer equity | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Virales Marketing | Viral marketing | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Kundenwert | Customer value | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012595460