The social influences in consumer-brand relationships : the moderating roles of gender and consumer age
Vivek Pani Gumparthi and Mala Srivastava
| Year of publication: |
2024
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| Authors: | Gumparthi, Vivek Pani ; Srivastava, Mala |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 5, p. 767-810
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| Subject: | brand love | brand loyalty | consumer age | consumer-brand relationships | endorser influence | gender | interpersonal influence | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Geschlecht | Gender | Markenführung | Brand management | Markenimage | Brand image | Markentreue | Brand loyalty | Markenartikel | Brand | Altersgruppe | Age group | Soziale Beziehungen | Social relations | Emotion |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2024.2318659 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015049463