The dynamic nature of marketing constructs
Year of publication: |
2021
|
---|---|
Authors: | Bergkvist, Lars ; Eisend, Martin |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 49.2021, 3, p. 521-541
|
Subject: | Marketing research | Knowledge accumulation | Definition | Operationalization | Market orientation | Brand equity | Involvement | Need for cognition | Marktforschung | Market research | Markenführung | Brand management | Markenimage | Brand image | Kognition | Cognition | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
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