Turning brand credibility into positive word-of-mouth : integrating the signaling and social identity perspectives
Year of publication: |
2019
|
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Authors: | An, Jake ; Diem Khac Xuan Do ; Ngo, Liem Viet ; Tran Ha Minh Quan |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 2, p. 157-175
|
Subject: | Brand credibility | Brand-self connection | Brand-social connection | Word-of-mouth | Virales Marketing | Viral marketing | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Signalling | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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