Why does this brand speak to me? : conceptualization, scale development, and validation of brand relevance
Amélie Guèvremont, Fabien Durif, and Cindy G. Grappe
| Year of publication: |
2021
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|---|---|
| Authors: | Guèvremont, Amélie ; Durif, Fabien ; Grappe, Cindy G. |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 27.2021, 5, p. 609-629
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| Subject: | Brand relevance | brand symbolism | emotional brand attachment | scale development | social responsibility | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Emotion | Firmenimage | Corporate reputation |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2020.1851850 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012549621