Why cheap, low-quality giveaways are bad for brands : quality of freebies drives consumer attitudes, but personalization can help
Year of publication: |
2021
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Authors: | Stäbler, Samuel |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 61.2021, 2, p. 164-177
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Subject: | Markenartikel | Brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
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