Exploring consumer brand name equity : gaining insight through the investigation of response to name change
Year of publication: |
2012
|
---|---|
Authors: | Round, D. J. Griff ; Roper, Stuart |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 46.2012, 7/8, p. 938-951
|
Subject: | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Kognition | Cognition |
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