Unlocking the potential of branding in social marketing services : utilising brand personality and brand personality appeal
Year of publication: |
2016
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Authors: | Gordon, Ross ; Zainuddin, Nadia ; Magee, Christopher |
Published in: |
The journal of services marketing. - Bingley : Emerald Group Publishing Limited, ISSN 0887-6045, ZDB-ID 1027140-5. - Vol. 30.2016, 1, p. 48-62
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Subject: | Brand personality | Social marketing | Brand personality appeal | Mplus multiple mediation models | Service branding | Social marketing services | Markenimage | Brand image | Markenführung | Brand management | Social Marketing | Konsumentenverhalten | Consumer behaviour |
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