A behavioural long-term based measure to monitor the health of a brand
Abas Mirzaei; David Gray; Chris Baumann; Lester W. Johnson; Hume Winzar
| Year of publication: |
2015
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|---|---|
| Authors: | Mirzaei, Abas ; Gray, David ; Baumann, Christoph ; Johnson, Lester W. ; Winzar, Hume |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 4, p. 299-322
|
| Subject: | brand health | brand equity | brand performance | marketing accountability | branding | Markenführung | Brand management | Markenimage | Brand image | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Gesundheit | Health |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011339299