How superhero characters shape brand alliances and leverage the local brand : the evidence from Indonesia
Year of publication: |
2022
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Authors: | Monika, Monika ; Antonio, Ferdi |
Published in: |
Businesses. - Basel, Switzerland : MDPI, ISSN 2673-7116, ZDB-ID 3063751-X. - Vol. 2.2022, 1, p. 33-53
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Subject: | superhero characters | memorable experience | brand alliance attitude | willingness to pay more | positive eWOM | Strategische Allianz | Strategic alliance | Markenführung | Brand management | Indonesien | Indonesia | Zahlungsbereitschaftsanalyse | Willingness to pay |
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