An experimental study of the role of brand strength in the relationship between the medium of communication and perceived credibility of the message
Roger Marshall and Na WoonBong
| Year of publication: |
2007
|
|---|---|
| Authors: | Marshall, Roger ; WoonBong, Na |
| Published in: |
Fundamentals of marketing research ; Vol. 4. - Los Angeles, Calif. [u.a.] : SAGE Publ.. - 2007, p. 230-236
|
| Subject: | Experiment | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility | Markenimage | Brand image | Markenführung | Brand management | Kommunikation | Communication |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003540653