Mickey D's has more street cred than McDonald's : consumer brand nickname use signals information authenticity
Year of publication: |
2021
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Authors: | Zhang, Zhe ; Patrick, Vanessa M. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 85.2021, 5, p. 58-73
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Subject: | brand nickname | information authenticity | inferred brand attachment | user-generated content | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
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