Who let the dogs out? : how underdog biographies told by family firms affect consumers’ brand attitude
Year of publication: |
2023
|
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Authors: | Lude, Maximilian Joachim ; Prügl, Reinhard ; Rauschendorfer, Natalie Nadine |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 5, p. 774-787
|
Subject: | Brand authenticity | Brand source | Brand story | Brand trust | Family business research | Underdog biographies | Familienunternehmen | Family business | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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