The relationship between risk aversion, brand trust, brand affect and loyalty : evidence from the FMCG industry
Mukesh Kumar Mishra, Ankit Kesharwani and Dolly Das
| Year of publication: |
2016
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|---|---|
| Authors: | Mishra, Mukesh Kumar ; Kesharwani, Ankit ; Das, Dolly |
| Published in: |
Journal of Indian business research. - Bingley : Emerald, ISSN 1755-4195, ZDB-ID 2473958-3. - Vol. 8.2016, 2, p. 78-97
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| Subject: | Risk aversion | Brand trust | Brand loyalty | Brand affects | Low involvement products | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Risikoaversion | Beziehungsmarketing | Relationship marketing | Vertrauen | Confidence | Markenimage | Brand image | Markentreue |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIBR-04-2015-0045 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011659857