How do they really help? : an empirical study of the role of different information sources in building brand trust
Alternative title: | Brand equity, branding, and marketing communications in emerging markets |
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Year of publication: |
2010
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Authors: | Xingyuan, Wang ; Li, Fuan ; Wei, Yu |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 23.2010, 3, p. 243-252
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Subject: | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Informationsverhalten | Information behaviour | Vertrauen | Confidence | Virales Marketing | Viral marketing |
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