Intended brand associations : do they really drive consumer response?
Year of publication: |
2014
|
---|---|
Authors: | Koll, Oliver ; Wallpach, Sylvia von |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 7, p. 1501-1507
|
Subject: | Brand | Association-match | Equity | Intra-brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel |
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