We "like" to value the brand : a mixed-method study
Year of publication: |
2022
|
---|---|
Authors: | Trung Dam-Huy Thai ; Wang, Tien ; Tin Trung Nguyen |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 8, p. 1265-1284
|
Subject: | Brand identification | Computer-mediated communication | Crowd endorsement | Friend endorsement | FsQCA | Perceived brand value | PLS modeling | Social endorsement | Value cocreation | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Social Web | Social web | Celebrity-Werbung | Celebrity endorsement | Soziale Werte | Social values | Werbewirkung | Advertising effects |
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