Self-brand congruity and brand communication
Year of publication: |
2014
|
---|---|
Authors: | Rajabi, Mahdi ; Dens, Nathalie ; Pelsmacker, Patrick de |
Published in: |
Brand management in emerging markets : theories and practice. - Hershey, Pa. : Business Science Reference, ISBN 978-1-4666-6242-1. - 2014, p. 137-153
|
Subject: | Markenführung | Brand management | Marketingmanagement | Marketing management | Werbung | Advertising | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity | Indien | India |
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