The effects of dual branding rumors on consumers’ national and store brand evaluations
Year of publication: |
2023
|
---|---|
Authors: | Cascio, Allyn ; Waites, Stacie F. ; Moore, Robert ; Moore, Melissa ; Vorhies, Douglas W. ; Bentley, John P. |
Published in: |
Journal of marketing theory and practice : JMTP. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1944-7175, ZDB-ID 2070142-1. - Vol. 31.2023, 3, p. 316-333
|
Subject: | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Handelsmarke | Store brand | Markenimage | Brand image | Markenartikel | Brand |
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