When goliaths win and davids lose : the moderating role of perceived risk in brand biography effects
Ali Tezer, Onur Bodur, Bianca Grohmann
| Year of publication: |
2022
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|---|---|
| Authors: | Tezer, Ali ; Bodur, H. Onur ; Grohmann, Bianca |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 1, p. 27-45
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| Subject: | brand biographies | brand narratives | elaboration | narrative transportation | perceived risk | uncertainty | underdog brands | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Risiko | Risk | Markenimage | Brand image | Markenartikel | Brand | Entscheidung unter Risiko | Decision under risk |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21569 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012796056