Authenticity in branding - exploring antecedents and consequences of brand authenticity
Year of publication: |
2017
|
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Authors: | Fritz, Kristine ; Schoenmueller, Verena ; Bruhn, Manfred |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 2, p. 324-348
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Subject: | Branding | Brand perception | Brand relationships | Brand authenticity | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Glaubwürdigkeit | Credibility | Beziehungsmarketing | Relationship marketing |
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