Brand tribalism in technology and sport : determinants and outcomes
Year of publication: |
2019
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Authors: | Sierra, Jeremy J. ; Taute, Harry A. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 2, p. 209-225
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Subject: | Brand pride | Brand tribalism | Emotion | Need for achievement | Need for power | Purchase intent | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Indien | India | Ethnische Gruppe | Ethnic group |
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