Brand personality appael, brand relationship quality and WOM transmission : a study of consumer markets in Vietnam
Year of publication: |
April 2016
|
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Authors: | Nguyen Dinh Tho ; Nguyen Thi Mai Trang ; Olsen, Svein O. |
Published in: |
Asia Pacific business review. - Abingdon : Routledge, Taylor & Francis Group, ISSN 1360-2381, ZDB-ID 1354763-X. - Vol. 22.2016, 2, p. 307-324
|
Subject: | Brand personality appeal | brand relationship quality | worth-of-mouth transmission | Vietnam | Konsumentenverhalten | Consumer behaviour | Indien | India | Markenimage | Brand image | Viet Nam | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenartikel | Brand |
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