The effect of brand credibility on consumers’ brand purchase intention in emerging economies : the moderating role of brand awareness and brand image
Alternative title: | Brand equity, branding, and marketing communications in emerging markets |
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Year of publication: |
2010
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Authors: | Wang, Xuehua ; Yang, Zhilin |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 23.2010, 3, p. 177-188
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Subject: | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Kfz-Industrie | Automotive industry | Schwellenländer | Emerging economies | China |
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