Beyond brand attitude : individual drivers of purchase for symbolic cobranded products
Year of publication: |
2014
|
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Authors: | Mazodier, Marc ; Merunka, Dwight |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 7, p. 1552-1558
|
Subject: | Cobranding | Self-congruity | Brand attitude | Need for uniqueness | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand |
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