What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions
Year of publication: |
December 2016
|
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Authors: | Lans, Ralf van der ; Everdingen, Yvonne Maria van ; Melnyk, Valentyna |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 4, p. 924-943
|
Subject: | Brand management | Global branding | Brand benefits | International positioning | Markov Chain Monte Carlo | Markenführung | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Internationales Marketing | International marketing |
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