Intended brand associations: Do they really drive consumer response?
Year of publication: |
2014
|
---|---|
Authors: | Koll, Oliver ; von Wallpach, Sylvia |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 67.2014, 7, p. 1501-1507
|
Publisher: |
Elsevier |
Subject: | Brand | Association-match | Equity | Intra-brand |
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