Swissness communication and its impact on consumer-brand relationships
Year of publication: |
2015
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Authors: | Bruhn, Manfred ; Batt, Verena |
Published in: |
Die Unternehmung : Swiss journal of business research and practice ; Organ der Schweizerischen Gesellschaft für Betriebswirtschaft (SGB). - Baden-Baden : Nomos, ISSN 0042-059X, ZDB-ID 204030-X. - Vol. 69.2015, 2, p. 116-131
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Subject: | Markencommitment | Markenloyalität | Markenvertrauen | Marken-Konsumenten-Beziehungen | Country-of-Origin | Swissnesskommunikation | Schweiz | Switzerland | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Kommunikation | Communication | Herkunftsbezeichnung | Designation of origin | Markenführung | Brand management |
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