Reassessing brand versus concept associations : comparing free association task and sensory cue-based task
Year of publication: |
2024
|
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Authors: | Ghosh Chowdhury, Tilottama ; Murshed, Feisal ; Messier, Meghan |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 20.2024, 2, p. 119-140
|
Subject: | brand association | brand communication | concept association | free association task | sensory cue-based task | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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