Rybaczewska, Maria; Jirapathomsakul, Siriphat; Liu, Yiduo; … - In: Young Consumers 21 (2020) 3, pp. 305-317
Purpose: The purpose of this paper is to extend the understanding of the influence of slogans (e.g. “Dare for More”) on brand awareness and purchase behaviour of students. Design/methodology/approach: Data were collected thorough 34 in-depth face-to-face interviews with university students,...