Reputation and advertising of collective brand members in the wine industry : the moderating role of market share
Year of publication: |
2021
|
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Authors: | Sellers Rubio, Ricardo ; Más Ruiz, Francisco José ; Sancho-Esper, Franco |
Published in: |
Journal of wine economics. - Cambridge : Cambridge Univ. Press, ISSN 1931-437X, ZDB-ID 2520994-2. - Vol. 16.2021, 2, p. 169-188
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Subject: | advertising | collective brand | company reputation | wine | Werbung | Advertising | Weinbau | Wine industry | Firmenimage | Corporate reputation | Wein | Wine | Reputation | Markenartikel | Brand | Markenimage | Brand image | Markenführung | Brand management | Marktanteil | Market share | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
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