Piehler, Rico; King, Ceridwyn; Burmann, Christoph; … - In: European Journal of Marketing 50 (2016) 9/10, pp. 1575-1601
management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour …, Web-based market research list. Findings In addition to the indirect effect of brand understanding on BCB via affective … IBM outcomes (i.e. brand identification and brand commitment), the study exposes a direct effect of brand understanding on …