How brand collecting shapes consumers' brand meanings
Year of publication: |
2007
|
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Authors: | Otnes, Cele ; Shapiro, Eliana N. |
Published in: |
Research in consumer behavior. - Bingley : Emerald, ISSN 0885-2111, ZDB-ID 633945-1. - Vol. 11.2007, p. 401-419
|
Subject: | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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