Inferring brand integrity from marketing communications : the effects of brand transparency signals in a consumer empowerment context
Year of publication: |
2020
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Authors: | Cambier, Fanny ; Poncin, Ingrid |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 109.2020, p. 260-270
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Subject: | Advertising | Brand integrity | Empowerment | Signaling theory | Signals | Transparency | Signalling | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbung | Markenimage | Brand image | Marketingmanagement | Marketing management | Markenartikel | Brand | Werbewirkung | Advertising effects |
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