Brand literacy and knowledge transfer process : analysis of purchase intentions among consumers in Mexico
Year of publication: |
2018
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Authors: | Rajagopal ; Rajagopal, Ananya |
Published in: |
International journal of business innovation and research. - Genève [u.a.] : Inderscience, ISSN 1751-0252, ZDB-ID 2271131-4. - Vol. 16.2018, 3, p. 302-323
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Subject: | brand literacy | knowledge transfer | purchase intentions | consumer behaviour | Mexico | Mexiko | Konsumentenverhalten | Consumer behaviour | Wissenstransfer | Knowledge transfer | Markenimage | Brand image | Markenführung | Brand management |
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