Understanding the role of attitude components in co-branding : a comparison of Spanish and Taiwanese consumers
Year of publication: |
2019
|
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Authors: | Ho, Han Chiang ; Chiu, Candy Lim ; Liu, Su-Ping ; Lee, Ling Ling ; Lado Coustré, Nora ; Cesaronic, Fabrizio |
Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 31.2019, 3, p. 203-224
|
Subject: | Affective | brand fit | co-branding | cognitive | Correction | product fit | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Taiwan | Spanien | Spain | Kognition | Cognition | Markenimage | Brand image |
Description of contents: | Description [doi.org] |
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