When do established CPG product brands benefit from a corporate-brand endorsement? : the moderating role of consumer needs and brand familiarity
Year of publication: |
2023
|
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Authors: | Strebinger, Andreas ; Otter, Thomas |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 3, p. 500-516
|
Subject: | Brand architecture | Conjoint analysis | Consumer behaviour | Corporate branding | Corporate marketing | Hedonic and utilitarian consumption | Konsumentenverhalten | Markenführung | Brand management | Conjoint-Analyse | Markenartikel | Brand | Markenimage | Brand image | Markenarchitektur | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management |
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