Making brand activism successful : how advice-giving can boost support behavior and reap benefits for the brand
Carina Thürridl, Frauke Mattison Thompson
| Year of publication: |
2023
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|---|---|
| Authors: | Thürridl, Carina ; Thompson, Frauke Mattison |
| Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 34.2023, 4, p. 685-696
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| Subject: | A more sustainable future | Advice-giving | Brand activism | Consumer activism behavior | Normative influence | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-023-09677-4 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014458464