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type_genre:"Bericht"
~person:"Athwal, Navdeep"
~subject:"Konsumentenverhalten"
~subject:"branding strategy"
~type_genre:"Article in journal"
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Konsumentenverhalten
branding strategy
Brand
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Brand authenticity
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Brand management
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Athwal, Navdeep
Fu, Xiaoxiao
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Journal of marketing management : MM
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Examining how brand authenticity is established and maintained : the case of the Reverso
Athwal, Navdeep
;
Harris, Lloyd C.
- In:
Journal of marketing management : MM
34
(
2018
)
3/4
,
pp. 347-369
Persistent link: https://www.econbiz.de/10011883378
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