Asymmetries in the effects of drivers of brand loyalty between early and late adopters and across technology generations
Shun Yin Lam; Venkatesh Shankar
| Year of publication: |
2014
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|---|---|
| Authors: | Lam, Shun Yin ; Shankar, Venkatesh |
| 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. 28.2014, 1, p. 26-42
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| Subject: | Mobile device adoption | Innovation | Branding | Loyalty | Multigeneration | Structural equation modeling | Markentreue | Brand loyalty | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Strukturgleichungsmodell | Structural equation model | Innovationsdiffusion | Innovation diffusion | Innovationsakzeptanz | Innovation adoption | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Mobilkommunikation | Mobile communications |
| 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/10010347810