Shopper marketing moderators of the brand equity : behavioral loyalty relationship
Year of publication: |
April 2018
|
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Authors: | Hariharan, Vijay Ganesh ; Desai, Kalpesh Kaushik ; Talukdar, Debabrata ; Inman, J. Jeffrey |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 85.2018, p. 91-104
|
Subject: | Brand equity | Behavioral loyalty | Scanner-panel data | Multi-method approach | Shopper marketing | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image |
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