Chinese consumers' brand loyalty for consumer products : importance of brand personality as major antecedent of brand loyalty
Year of publication: |
2014
|
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Authors: | Kim, Renee B. ; Zhao, Monica |
Published in: |
Asian Academy of Management journal : AAMJ. - Pinang : Penerbit Universiti Sains Malaysia, ISSN 1394-2603, ZDB-ID 2561103-3. - Vol. 19.2014, 1, p. 1-15
|
Subject: | Brand personality | Brand Trust | Brand Affect | Brand Loyalty | Chinese consumers | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | China | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty |
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