Influence of advertising led brand personality consumer congruity on consumer's choice : evidence from Indian apparel market
Year of publication: |
2012
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Authors: | Khan, Bilal Mustafa ; Farhat, Reshma |
Published in: |
International journal of enterprise network management. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1748-1252, ZDB-ID 2212020-8. - Vol. 5.2012, 2, p. 176-196
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Subject: | Werbewirkung | Advertising effects | Markenimage | Brand image | Kaufentscheidung | Purchase decision | Konsumentenverhalten | Consumer behaviour | Bekleidung | Clothing | Indien | India |
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