Masstige as a mediator of the relationship between a typical user's image and brand preference
Year of publication: |
2024
|
---|---|
Authors: | Kolańska-Stronka, Magdalena ; Krasa, Paweł |
Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 48.2024, 1, Art.-No. e12920, p. 1-22
|
Subject: | brand preference | masstige | typical brand user | user image | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand |
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