Can good news be bad? : the role of brand communication strategy and brand commitment in the announcement of product improvements
Year of publication: |
2014
|
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Authors: | Guèvremont, Amélie ; Grohmann, Bianca |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 20.2014, 5, p. 352-365
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Subject: | brand communications | brand commitment | product improvement | persuasion knowledge | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
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