"Being hooked" by a brand story : a view of regulatory focus
Chien-Huang Lin; Ming-Yi Chen
| Year of publication: |
2015
|
|---|---|
| Authors: | Lin, Chien-huang ; Chen, Ming-yi |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 49.2015, 5/6, p. 692-712
|
| Subject: | Regulatory focus | Being hooked | Typicality of brand story | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| 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/10011296911