"This theatre is a part of me" : contrasting brand attitude and brand attachment as drivers of audience behaviour
Year of publication: |
2014
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Authors: | Baumgarth, Carsten |
Published in: |
Arts marketing : an international journal ; AM. - Bingley : Emerald, ISSN 2044-2084, ZDB-ID 2625499-2. - Vol. 4.2014, 1/2, p. 87-100
|
Subject: | PLS | Brand identification | Brand attachment | Brand attitude | Brand prominence | Cultural brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing |
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