The brand likeability scale : an exploratory study of likeability in firm-level brands
Year of publication: |
2015
|
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Authors: | Bang, Nguyen ; Ekinci, Yuksel ; Simkin, Lyndon ; Melewar, T. C. |
Published in: |
International journal of market research : JMRS ; the journal of the Market Research Society. - [London?] : Sage, ISSN 1470-7853, ZDB-ID 2006314-3. - Vol. 57.2015, 5, p. 777-800
|
Subject: | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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