The effect of the valence of word-of-mouth on consumers' attitudes toward co-brands : the moderating roles of brand characteristics
Year of publication: |
January 2016
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Authors: | Jeon, Jung Ok ; Baeck, Sunmee |
Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9159, ZDB-ID 2732597-0. - Vol. 26.2016, 1, p. 89-108
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Subject: | Valence of word-of-mouth (WOM) | co-brand | WOM-driving brand characteristics | consumers' attitudes | association fits | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Virales Marketing | Viral marketing | Markenimage | Brand image | Werbewirkung | Advertising effects |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Notes: | Zusammenfassung in chinesischer Sprache |
Other identifiers: | 10.1080/21639159.2015.1116781 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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