"On transit" : changes of role identity and consumer-brand relationships during transition from student to professional life
Year of publication: |
2013
|
---|---|
Authors: | Hemetsberger, Andrea ; Bauer, Martina ; Wallpach, Sylvia von ; Broger, Katrin |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 35.2013, 1, p. 40-49
|
Subject: | Markentreue | Brand loyalty | Soziale Rolle | Social role | Studierende | Students | Arbeitsmarktintegration | Labour market integration | Markenführung | Brand management | Werbewirkung | Advertising effects |
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