How does promotion mix affect brand equity? : insights from a mixed-methods study of low involvement products
Le Dang Lang, Weng Marc Lim, Francisco Guzmán
| Year of publication: |
2022
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|---|---|
| Authors: | Le Dang Lang ; Lim, Weng Marc ; Guzman, Francisco |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 141.2022, p. 175-190
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| Subject: | Brand equity | Low involvement products | Promotion mix | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Verkaufsförderung | Sales promotion | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.12.028 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013167966