The effects of processing mode and brand scandals on copycat product evaluations
Dominique F. Braxton, Darrel D. Muehling and Jeff Joireman
| Year of publication: |
2019
|
|---|---|
| Authors: | Braxton, Dominique F. ; Muehling, Darrel D. ; Joireman, Jeff |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 25.2019, 3, p. 247-267
|
| Subject: | assimilation | contrast | Copycat brand | negative publicity | spillover | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Spillover-Effekt | Spillover effect | Markenführung | Brand management | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2016.1236284 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203291