A time for heroes? : conceptualization, development and validation of the brand hero scale
Yu-Ting Lin, Thomas Foscht and Andreas Benedikt Eisingerich
| Year of publication: |
2023
|
|---|---|
| Authors: | Lin, Yu-Ting ; Foscht, Thomas ; Eisingerich, Andreas Benedikt |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 57.2023, 13, p. 1-26
|
| Subject: | Brand hero | Customer advocacy behaviors | Customer loyalty behaviors | Market mavens | Opinion leaders | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Kundenbindung | Customer retention |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-09-2021-0700 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014448616