Non-deceptive deliberate purchase of brand lookalikes : a BOP customer value perspective
Year of publication: |
2019
|
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Authors: | Singh, Ramendra ; Trott, Sangeeta |
Published in: |
Decision. - Calcutta : Inst., ISSN 0304-0941, ZDB-ID 196771-X. - Vol. 46.2019, 1, p. 15-26
|
Subject: | Deliberate lookalikes | Brand Bottom of pyramid (BOP) | India | Customer value | Indien | Kundenwert | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Zielgruppe | Target group |
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