Measuring the effects of retail brand experiences and brand love on word of mouth : a cross-country study of IKEA brand
Year of publication: |
2021
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Authors: | Rodrigues, Clarinda ; Brandão, Amélia Maria Pinto da Cunha |
Published in: |
The international review of retail, distribution and consumer research. - London : Routledge, ISSN 1466-4402, ZDB-ID 1481049-9. - Vol. 31.2021, 1, p. 78-105
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Subject: | brand experience | Brand love | IKEA | retail | word of mouth | Virales Marketing | Viral marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Einzelhandel | Retail trade | Markenimage | Brand image | Emotion | Möbelhandel | Furniture retailing |
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