Exchange versus communal : how brand relationship types affect brand extension evaluation
Hui Jiang, Kaichao Wang, Jiahui Bian, Yuangao Chen, Shuiqing Yang, Shasha Zhou, and Gang Li
| Year of publication: |
2024
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|---|---|
| Authors: | Jiang, Hui ; Wang, Kaichao ; Bian, Jiahui ; Chen, Yuangao ; Yang, Shuiqing ; Zhou, Shasha ; Li, Gang |
| Published in: |
Journal of relationship marketing : innovations and enhancements for customer service, relations, and satisfaction. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1533-2675, ZDB-ID 2092673-X. - Vol. 23.2024, 1, p. 47-75
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| Subject: | brand extension | Communal brand relationship | exchange brand relationship | feeling of trust | self-brand affinity | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Vertrauen | Confidence | Markenartikel | Brand | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/15332667.2023.2217643 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014514527