Developing brand identity and sales strategy in the digital era : moderating role of consumer belief in brand
Year of publication: |
2024
|
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Authors: | Shams, S. M. Riad ; Chatterjee, Sheshadri ; Chaudhuri, Ranjan |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 179.2024, Art.-No. 114689, p. 1-10
|
Subject: | Brand identity | Consumer belief | Consumer purchase decision | Digital marketing | eWOM | Sales strategy | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management |
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