Investigating consumer perceptions of brand inauthenticity in a narrative brand ending
Jacqueline Burgess and Christian Martyn Jones
| Year of publication: |
2023
|
|---|---|
| Authors: | Burgess, Jacqueline ; Jones, Christian Martyn |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 8, p. 1274-1286
|
| Subject: | Brand authenticity | Brand inauthenticity | Closure | Narrative brands | Narrative ending | Qualitative research | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Narrative Methode | Narrative method | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-03-2022-3897 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014485566