Adding voice to the omnichannel and how that affects brand trust
Margherita Pagani & Margot Racat & Charles F. Hofacker
| Year of publication: |
2019
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|---|---|
| Authors: | Pagani, Margherita ; Racat, Margot ; Hofacker, Charles F. |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 48.2019, p. 89-105
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| Subject: | Brand trust | Personal engagement | Privacy concern | Touch | Voice | Vertrauen | Confidence | Konsumentenverhalten | Consumer behaviour | Datenschutz | Data protection | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2019.05.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012129486