Brand tourists : how non-core users enhance the brand image by eliciting pride
Year of publication: |
2014
|
---|---|
Authors: | Bellezza, Silvia ; Keinan, Anat |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 41.2014/15, 2, p. 397-417
|
Subject: | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markentransfer | Brand extension | Gemeinschaft | Community |
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