Can brand sponsorship increase download intention for mHealth apps? : the role of issue relevance, brand involvement, and perceived app quality
Year of publication: |
2022
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Authors: | Yang, Jing ; Kanthawala, Shaheen ; Joo, Eunsin ; Kononova, Anastasia |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 6, p. 869-892
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Subject: | brand involvement | download intention | mHealth app | sponsorship | Sponsoring | Sponsorship | Markenführung | Brand management | Mobile Anwendung | Mobile application | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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