Corporate branding, brand psychological ownership and brand citizenship behaviour : multilevel analysis and managerial implications
Year of publication: |
2013
|
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Authors: | Chiang, Hsu-hsin ; Chang, Aihwa ; Han, Tzu-shian ; McConville, David |
Published in: |
Journal of general management. - London : Sage Publications, ISSN 0306-3070, ZDB-ID 188363-X. - Vol. 39.2013, 1, p. 55-80
|
Subject: | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Arbeitsverhalten | Work behaviour | Markenarchitektur | Brand architecture |
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