The influence of passion/determination and external disadvantage on consumer responses to brand biographies
Thanh-Thao Nguyen, Bianca Grohmann
| Year of publication: |
2020
|
|---|---|
| Authors: | Nguyen, Thanh-Thao ; Grohmann, Bianca |
| Published in: |
The journal of asset management. - Basingstoke : Palgrave Macmillan, ISSN 1470-8272, ZDB-ID 2209717-X. - Vol. 27.2020, 4, p. 452-465
|
| Subject: | Brand biographies | Underdog brand biographies | Narrative transportation | Post-message engagement | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-020-00193-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012298816