Predicting brand perception for fast food market entry
Year of publication: |
December 2015
|
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Authors: | Teichert, Torsten ; Effertz, Tobias ; Tsoi, Marina ; Shchekoldin, Vladislav |
Published in: |
Theoretical economics letters. - Irvine, Calif. : Scientific Research, ISSN 2162-2078, ZDB-ID 2657454-8. - Vol. 5.2015, 6, p. 697-712
|
Subject: | Brand | Brand Perception | Brand Cognitions | Attitude towards the Brand | Attitude towards the Ad | Analytic Hierarchy Process | Causal Effects Modelling | Markenführung | Brand management | Markenartikel | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects |
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