Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal
Year of publication: |
2016
|
---|---|
Authors: | Gordon, Ross ; Zainuddin, Nadia ; Magee, Christopher |
Published in: |
Journal of Services Marketing. - Emerald Group Publishing Limited, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 30.2016, 1, p. 48-62
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand personality | Social marketing | Brand personality appeal | Mplus multiple mediation models | Service branding | Social marketing services |
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