Do retailers get blamed when manufacturer brands fail? : measurement of multiloci attributions and spillover effects
Year of publication: |
2021
|
---|---|
Authors: | Germann, Frank ; Hess, Ronald L. <Jr.> ; Meloy, Margaret G. |
Published in: |
Marketing accountability for marketing and non-marketing outcomes. - Bingley, UK : Emerald Publishing, ISBN 978-1-83867-564-6. - 2021, p. 111-128
|
Subject: | Multiloci measurement | measurement of attributions and responsibility | failures | store image | brand equity | blame | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Spillover-Effekt | Spillover effect | Messung | Measurement | Einzelhandel | Retail trade | Markenführung | Brand management |
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