Shaping consumers' perceptions in innovative ways : an exploratory study on Guerrilla marketing
Year of publication: |
2020
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Authors: | Gupta, Harshita ; Saumya Singh |
Published in: |
International journal of business and emerging markets : IJBEM. - Olney, Bucks : Inderscience Enterprises, ISSN 1753-6227, ZDB-ID 2453814-0. - Vol. 12.2020, 2, p. 152-178
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Subject: | consumer perception | Indian market | Guerrilla marketing in India | exploratory factor analysis | EFA | multiple regression analysis | Indien | India | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Marketing |
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