Better not smile at the price : the differential role of brand anthropomorphization on perceived price fairness
Hyokjin Kwak, Marina Puzakova, & Joseph F. Rocereto
| Year of publication: |
2015
|
|---|---|
| Authors: | Kwak, Hyokjin ; Puzakova, Marina ; Rocereto, Joseph F. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 79.2015, 4, p. 56-76
|
| Subject: | price fairness | brand anthropomorphization | agency–communion orientation | consumer–brand relationship norms | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Preismanagement | Pricing strategy | Gerechtigkeit | Justice |
| Extent: | Ill. |
|---|---|
| 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/10011304637