Brand personality as a predictor in the product/firm relationship as it relates to brand loyalty during periods of brand stress, catastrophic events or recalls
Year of publication: |
2013
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Authors: | Becker, Kip ; Nobre, Helena |
Published in: |
Journal for global business advancement : JGBA. - Olney, Bucks : Inderscience Enterprises, ISSN 1746-966X, ZDB-ID 2193383-2. - Vol. 6.2013, 3, p. 212-225
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Subject: | relationship strength | brand disruption | business continuity | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty |
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