Towards an integrated model for brand adoption : insights from an organismic integration theory
Year of publication: |
2022
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Authors: | Gilal, Naeem Gul ; Zhang, Jing ; Gilal, Faheem Gul ; Gilal, Rukhsana Gul |
Published in: |
European journal of international management : EJIM. - Genève : Inderscience, ISSN 1751-6765, ZDB-ID 2316652-6. - Vol. 17.2022, 1, p. 1-26
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Subject: | brand adoption | hard-sell appeal | motivation types | social influence | soft-sell appeal | Markenführung | Brand management | Markenimage | Brand image | Werbewirkung | Advertising effects |
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