Lit up or dimmed down? : why, when, and how regret anticipation affects consumers' use of the global brand halo
Year of publication: |
2020
|
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Authors: | Davvetas, Vasileios ; Diamantopoulos, Adamantios ; Liu, Lucy |
Published in: |
Journal of international marketing. - London : Sage Publishing, ISSN 1547-7215, ZDB-ID 2070132-9. - Vol. 28.2020, 3, p. 40-63
|
Subject: | anticipated regret | decision justifiability | global brand halo | maximization tendency | product category schema | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Internationales Marketing | International marketing | Entscheidung unter Unsicherheit | Decision under uncertainty | Markenartikel | Brand |
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