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Online retailing
Consumer behaviour
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Brand image
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Markenimage
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Brand
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Brand love
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Brand management
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Online review
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Online-Handel
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1990-2015
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Agricultural workers
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Brand competence
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Celebrity endorsement
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Celebrity-Werbung
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Consumer attitudes
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Consumers
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Cool and cuteness
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Coronavirus
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Decision
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Decision making
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Deleveraging
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Dienstleistungsqualität
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Digital goods
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Baoku, Li
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Nan, Yafeng
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Journal of contemporary marketing science
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Marketing intelligence & planning
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ECONIS (ZBW)
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Warmth or competence : understanding the effect of brand perception on purchase intention via online reviews
Baoku, Li
;
Nan, Yafeng
- In:
Journal of contemporary marketing science
6
(
2023
)
3
,
pp. 210-227
Persistent link: https://www.econbiz.de/10014422222
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2
Real versus virtual celebrity endorsement : presentation of online product information and consumer attitudes toward digital products
Baoku, Li
;
Nan, Yafeng
- In:
Marketing intelligence & planning
42
(
2024
)
2
,
pp. 304-328
Persistent link: https://www.econbiz.de/10015056861
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